Asnugfit
Brand site for a fitness label: a product story that scrolls instead of clicking, static pages on Astro, and a mobile load kept under a second on a mid-range phone.
- Client
- Asnugfit
- Year
- 2025
- Role
- Design and front-end build
- Type
- Website
What needed solving
The first Asnugfit site was a page builder template. It looked fine on the designer's laptop and fell apart on the phones its buyers actually use: hero video that stalled the first paint, product imagery sized for print, and no clear path from 'I like this' to 'where do I buy'.
How it was built
Cut the story to four screens — what the brand is, what it makes, why it is better, where to buy — and let scroll do the work instead of menus and popups.
Rebuilt on Astro so the browser ships HTML plus a small island of JavaScript rather than a whole app framework.
Re-encoded every image to the exact box it displays in, with the mobile crop generated rather than the desktop one scaled down.
Wrote the structured data for brand, product and organisation in the same pass as the markup.
What changed
One HTML document per page, no render-blocking app boot, and the product story readable on a 5-inch screen without zooming. The brand team edits copy in markdown and pushes; nobody waits on a developer for a headline change.
The same six stages,
every project
Discovery
Clarify the goal, users, constraints, current systems, success measures, and delivery risks.
Architecture
Choose the right structure, integrations, data model, security boundaries, and technology stack.
Design
Map important journeys and responsive states before expensive decisions are locked in.
Development
Build in reviewable milestones with clean code, documented decisions, and visible progress.
Testing & Launch
Validate functionality, performance, accessibility, security, and production readiness.
Support & Improvement
Monitor real use, resolve issues, and prioritize improvements using evidence.
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