Freemotion Website

The CEO of ICON Health and Fitness was concerned about the distribution of product images throughout freemotionfitness.com, so he challenged me to figure out a way to make its semi-empty-looking category pages look more filled out—and he needed a solution in two hours. Above is the solution I came up with. I promptly presented my sketches to the CEO, he approved of the idea and I began designing the category pages in Photoshop. This project was certainly a rushed job, as is evident in the front-end development, however, I feel that the visual challenge was sufficiently met. I created categories that could support 1–5 products each, while keeping negative space to a clean minimum. This required a very adaptive strategy, which proved to be effective for the situation.