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Porter Principles

The Rules and Laws of Mike Porter.
No Bullshit. No Gimmicks. Just Results.

No bullshit. No Gimmicks. Just Results

In short...

Mike came to us one day with a vision to give the world access to his fitness principals. He wanted an online voice to expand his business. In the past developers and designers had charged Mike extortionate amounts for a simple one-page website to proliferate his business, they didn't deliver and they took his money. Mike was therefore a little sceptical. Then he eventually found the Boffins. 

We put up a site for him, with a logo and full branding for Mike in just a few weeks and within his budget. Within the first month of the site being live Mike has made a positive ROI on his investment and is killing it out there in the fitness world. Go Mike!

Interesting Facts

We love house music! Guess who our favourite artist is & get a free consultation.

The Boffins have a total of 16 years digital marketing and design experience under their belts.

Our favourite app is Waffle an awesome app for connecting people at events.

We work 7 days a week, because we love what we do!

We’re based in Central London, why not join us for a coffee? It's on us :)

  • Duration 4 weeks
  • Location London
  • Website
  • Services Branding, Design & Development
  • Tools Used Marvel, Frontify, Sketch, Photoshop, Trello, Slack, Github, Atom, HTML5, CSS3, Javascript, Mixpanel, Google Analytics, Hotjar, Cloudfront, Cloudflare
  • People Involved Ed & Tibor

Mapping Out The Brand

To begin we mapped out what Mike wanted his brand to embody. The voice, the tone and who Mike is as a person. We created a mood board to showcase the different types of images we wanted to associate with his brand. Porters Principles really embodied the old school alpha male gym mentality. We were more used to new-age startup-orientated branding, but hey we love a challenge. We populated the board with Mike's help, bought the domain and we were on our way.


Then came the creation of his logo, the fonts and the colour scheme. Since the Mood Board was so populated and communication with Mike was so frequent we knew exactly what to do here. We identified the consumer archetype of who Mike was targeting, created the logo, defined the colour scheme and fonts we wanted to use eventually deciding on a yellow close to that of the infamous "Golds Gym" and a bold old school font.

Wireframing & Copywriting

Now that we knew what the brand embodied and who we were targeting; we began to map out the sections of the website. This took a few iterations till we got it just right. Think Goldilocks and the 3 bears. Once the sections had been defined, we got Mike to get a photoshoot and a couple videos made to make sure the site looked top notch. Then it was time to put fingers to keyboard and began typing up the copy for his site.

Feedback & Tweaks

The site had been mapped out on Marvel, a tool we use to prototype products. Mike sent it out to some colleagues and we reached out to a few people in the industry to see what they thought. We equated all the feedback into some changes and implemented them in the next couple of days.

It's Building Time

It was now time to build the site and get it in Mike's hands. We developed the website, optimised for mobile and tablet using HTML5, CSS3 and Javascript and had it out the door. We had things nailed down to a point. Take a look, we think it turned out pretty awesome:

SEO, Sitemap and Hosting

So in order to make sure we get Mike's site up there with the big boys (pun intended). We submitted the site-map to the relevant search engines, did his search and social copy. We then used a content delivery network to reduce his page speed loading time and submitted to Google as a local business.

What did Mike have to say about us?

"What can I say about these guys. They helped me set up my whole business, from branding to development to acquiring new customers and optimisations. These guys are the full package! Would definitely recommend to anyone looking to expand their business."

Mike, CEO Porters Principles

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