Perfect Fitness sells a line of at-home gym products for people who like to casually work out but don’t consider it a main priority in their lives. Its old site featured images of overly toned, shirtless models and dated back to the days when Perfect’s products were As-Seen-on-TV. The site structure was also clunky and difficult to navigate. During the redesign, I focused on changing the visual direction to align with the brand’s target audience. The new site design features light, airy photography with models who are in shape but don’t represent unobtainable goals. The primary accent shapes have soft, round edges to promote a feeling of comfort rather than intimidation.