The Brief

Protein Dynamix are a budget online retailer in the Fitness & Nutrition industry, they wanted a brand new eCommerce website which would offer customers a wide range of discounted products. The brief was to have two lots of pricing on the website, standard pricing for non-members and special rates for members, along with CTA’s for signing up to become a member if they weren’t already. The client wanted both prices to be visible on all products for both types of user to constantly remind them of the extremely great price they were buying products at, or to alternatively advertise what they could save if they bought the membership. Although products can be purchased without being a member, the main goal for this website was to sell the the Protein Dynamix membership.

The Result

With the instruction of making the membership the most important product on the website I used the brand colours of blues and greys, and chose a new stand out contrasting colour of bright pink to highlight membership pricing against the standard pricing. This is used to entice users to also add membership to their baskets so they can benefit from the amazing discount offers. Any content relating to the membership is coloured in pink for consistency and to make this the primary focus, and a bright green was also added for the buying CTA’s. There are key messages throughout advertising the membership to users to keep reiterating the benefits of becoming a member. With all this complexity I wanted the website to be clean and minimal but giving it some personality by subtly using some of the blue swooshes incorporated from the brand to create bold and obvious section divides, keeping the structure of the website as simple as possible.