GYMSHARK
Gymshark’s website was cluttered and lacked a cohesive visual direction, leading to a suboptimal user experience on both desktop and mobile platforms. The brand’s minimalist design ethos was not fully reflected, making the website feel outdated and difficult to navigate, which risked alienating users and weakening brand identity.
ROLES & TOOLS
Roles: UI/UX Design, Art Direction, Information Architecture
Tools: Figma | Photoshop | Illustrator
CREATING AN EXPERIENCE, NOT JUST A WEBSITE
Gymshark is more than a fitness brand—it’s a movement. But when I looked at their website, I saw an opportunity to refine how that movement was experienced online. The site felt cluttered, lacking the refined, high-performance aesthetic that Gymshark embodies. It needed to be more than just a store; it had to be an extension of the brand’s energy—bold, aspirational, and seamless.
DESIGNING WITH PURPOSE
Every decision in the redesign was guided by a single question: How can we make the user’s journey feel effortless yet powerful? I restructured the information architecture to prioritize clarity and ease of navigation, ensuring users could flow through the site naturally. The interface was decluttered, giving breathing room to the visuals while maintaining a strong presence. The typography, spacing, and interactions were designed to feel precise—like the fit of a well-engineered Gymshark piece.
ELEVATING THE BRAND THROUGH MINIMALISM
Luxury in design isn’t about excess—it’s about refinement. I approached the redesign with a minimalist philosophy, where every element served a purpose. The result was a digital experience that felt intentional, premium, and performance-driven. Gymshark’s brand identity was no longer just represented on the site; it was felt—in the way users engaged with it, in the fluidity of the navigation, in the clarity of the content.
