Refined
A high-end landing page for Cass Martin's fitness brand
About the project
Refined is the fitness brand of Instagram influencer and coach Cass Martin. She wanted a landing page that matched the quality of her content — confident, premium and simple — and that turns followers into programme members. We designed it from the ground up.
The challenge
A large social audience was landing on a page that didn't reflect the brand. Visitors needed to understand the programme, trust the coach and choose a plan without scrolling through clutter.
The design also had to carry Cass's existing photography and magazine features without looking like a template.
What we did
Lead with the person
A full-bleed hero — Transform your body & mind — with Cass front and centre and a single ‘Choose your plan’ button. The brand is the coach, so the coach is the first thing you see.
A warm, editorial palette
Sand, bronze and cream tones with a bold condensed display face give the page a magazine quality that matches her press features (GoGirl, Train, Fitness).
Programme as a journey
The 52-week plan is presented as four stages — building strength, muscle building & toning, mastering peak performance, sustaining strength & vitality — each with its own cover, so the commitment feels structured and achievable.
Proof where it matters
Follower counts, featured-in logos and ‘Bodies, health and confidence’ testimonials sit right before the plan selector.
Screens and details
Click any image to view it full size.
The outcome
- A single, premium landing page that matches the brand and gives followers one clear next step.
- Programme structure and social proof are presented in the order visitors need to make a decision.
- The page system (hero, stages, features, testimonials) can be extended to future programmes.