Muscle & Fitness
Transforming a bodybuilding publication to a lifestyle brand.
completed at studio simpatico
I led the redesign of the website for Muscle & Fitness based on a company-wide repositioning.
When the project began, Muscle & Fitness had already repositioned to become ‘M&F’ in the hopes that the abbreviated name would shift the focus from bodybuilding to a more lifestyle-oriented approach to fitness. Additionally, the M&F sales team was eager to market to a broader range of advertisers and was in need of new ad products on the site. Beyond establishing a new visual identity, the challenge became a mediation between a clean, branded, user-friendly UI and prominent advertising units throughout the site.