PM Shop 2021

Interactive

This project was another redesign of the FitLine online shopping experience, initiated under new leadership within the marketing department. Following the new CMO, the company sought to clearly separate the business-oriented PM-International brand from the consumer-focused FitLine product line. As part of this strategic shift, the website's visual identity was updated to align with the FitLine Red color scheme, emphasizing freshness, energy, and health. This design served as an updated skin layered over the existing 2016 site architecture and acted as a transitional phase while the company planned a broader digital transformation.