Expanding the Palette for Digital UX

The Project: Thrive Pilates & Fitness

When designing for the web, a brand's primary logo colors are often just the starting point. For this recent launch, the core brand colors were striking, but using them at full saturation across a high-content website would have created significant visual fatigue for the user.

The Challenge:

The original palette was designed for impact in small doses (print, social media icons, and business cards). However, when translated to a full-scale website, those same colors felt loud and made it difficult for the user to focus on the actual content.

The Solution:

I developed an expanded Soft Palette based on the primary brand colors. By introducing muted tints and supporting neutrals, we were able to:

• Improve Readability: Using softer backgrounds allows text to stand out without the high-contrast vibration of bright colors.

  
  

• Guide User Attention: We reserved the high-intensity brand colors specifically for Call to Action buttons and key highlights, making the user's path more intuitive.

  
  

• Increase On-Site Time: A more pleasing, balanced palette creates a calmer browsing experience, which naturally encourages visitors to stay longer and engage more deeply with the work.

Visual Strategy:

As seen in the site mockups, the cream-based neutrals provide a "breathable" backdrop that feels organic and welcoming—exactly what you want for a Pilates and fitness brand. This allows the high-impact gold and blue from the Thrive logo to act as a visual anchor rather than a distraction.

Check out this awesome small business at: https://www.thrivepilatesandfitness.org/