This self-initiated project explored how Gymshark’s digital presence could better embody the discipline and clarity it promotes. The platform felt visually fragmented—busy in places, inconsistent in others—making the user journey feel more like a patchwork than a system.

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I approached it with reduction and intent. Every element was stripped to purpose—type, layout, interaction—reframed to support both brand equity and user flow. The final system delivers an experience that feels confident, seamless, and aligned with the mindset of the athletes it serves.

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