Performance Nutrition website is launched
A few months ago I was approached via recommendation by a director of freshly-founded company, Performance Nutrition. With extensive experience of its director, Performance Nutrition was aiming at top athletes and performers as well as business executives. The website was to serve such an audience, with its focus of using targeted nutrition for improved performance.
From the beginning of the project we had a mutual understanding with the client that the site was to be sleek, but simple and minimalistic – and this was a job exactly for me.
We started with corporate identity – company needed a recognizable logo. After the number of trials I came up with the one below, where the logo’s symbol can also be used as a standalone element. The circle itself is such a great symbol with so many positive meaning (including ‘full cycle’, ‘circulation’ and ‘harmony’), and now it also contained stylized letters P and N.

After the business cards with the new logo were designed and printed out, I put a temporarily page online and started working on the website.
Once we agreed on the website’s look and feel ,as well as the structure, and the designs of the home page and the content page were signed off, I could start developing. From that point on I could avoid wasting time in Photoshop, moving around elements in multiple templates, but rather make changes directly in the HTML build, using graphic editor only for working on certain design elements. This approach usually saves me time and my clients’ money.
As the website was going to be rather static (mostly copy), I opted for WordPress as the platform, which would make it easy for my client to update the copy or add/remove subpages, as well as would be an appropriate tool for updating News and Articles sections.
I’ve built the website using some CSS3 properties (nothing too crazy ;) and added a bit of jQuery for smoother experience. Also, for the first time in my projects, I used @font-face for the main and sub- navigation, which would allow to change the website structure without resorting to Photoshop. I felt it was the right time for the use of the technology.

As with most of start-up or companies that never did business online, the copy was a real stumbling block. And this is something we, designers and develops can hardly help with. We can nudge in the right direction, but we can’t write the copy. But, at the same time, this is something that can be accumulated over a period of time with increasing experience and understanding what website users real want.

The website is launched, but we continue collaboration. After the business grows and the website is filled with more content, we will have a better idea what functionality and interactivity we can add. A website is not a static entity, it is supposed to be alive and ever changing and improving after trials and errors. And this is great, this is what makes our work exciting.







