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Fitment Lab's products span multiple chassis and body styles, making the vehicle itself a natural starting point for discovery. Rather than browsing an undifferentiated catalog, an E36 owner should be able to quickly narrow the experience to products designed specifically for their car.
The products are highly visual, but inconsistent imagery and limited separation between product cards make the catalog difficult to scan. Similar colors across the imagery, cards, and page background cause products to blend together, making individual items harder to distinguish at a glance.
Fitment Lab's products are defined by aggressive styling and unusually precise fitment, but those qualities aren't fully reflected in the existing interface. The level of care that goes into the products doesn't consistently carry through to how the brand is presented online.
The first direction established the basic structure of the redesign; a darker visual environment, strong product imagery, simplified navigation, and a more deliberate relationship between commerce and editorial content.
I improved the clarity, but still felt closer to a refined version of a conventional automotive e-commerce site than a distinct expression of Fitment Lab.
The second direction pushed much further. Larger typography, more expressive compositions, strong color fields, and unconventional editorial layouts gave the brand a much more recognizable visual identity.
The experimentation helped define what the redesign could become, but it also revealed where expression began competing with the products themselves.
The strongest ideas weren’t necessarily the loudest ones. V3 became an exercise in keeping the character V2 uncovered while removing everything that didn’t’ need to be there.
Fitment Lab's catalog is relatively focused, but its products are heavily dependent on vehicle chassis. I organized the navigation around that relationship, allowing customers to move directly between the complete shop, individual BMW chassis, universal products, and editorial content.
Opening the menu transforms the otherwise minimal header into a full-screen index. The layout intentionally feels closer to an editorial contents page than a conventional e-commerce navigation drawer.
Product discovery was organized around the way enthusiasts already think about these parts: first by chassis, then by component. The shop maintains a dense three-column catalog for scanning, while chassis pages introduce the vehicle visually before narrowing the catalog to compatible products.
Consistent product imagery allows differences in body style, width, and individual components to be understood without introducing additional interface complexity.
Widebody kits require considerably more consideration than a typical e-commerce purchase. Compatibility, installation requirements, dimensions, material, and fitment all matter before a customer commits.
I structured the product page so the car remains the dominant visual element while technical information becomes progressively available as the customer moves down the page. Variant selection, pricing, and purchasing remain persistent alongside the product content, while installation and chassis-specific requirements are separated into clearly defined sections.
Fitment Lab's articles document new products, customer cars, collaborations, and builds. Rather than treating that content as a separate blog, I designed it as another expression of the same visual system.
On the homepage, articles are reduced to a compact index. Interaction reveals photography and supporting context, allowing the section to remain quiet until the customer engages with it. The full article archive then expands that language into a more image-led editorial layout.
The footer deliberately breaks from the dark interface that precedes it. A full warm-gold field turns a traditionally utilitarian element into one of the site's largest compositional moments.
Navigation is treated as oversized editorial typography, while contact information, location, social links, and photography occupy the remaining space with minimal hierarchy.
