Amazfit

Amazfit · 2022 · Technology · via Flipside Group

A pitch for a new Amazfit website: a modern, video-led product experience for the wearables brand that, though never built, closely anticipated the direction Amazfit itself went.

Introduction

Amazfit was a pitch, a piece of work I really liked, produced collaboratively with one of the directors at Flipside. It was well received and, as a pitch, successful.

Pitch a modern, brand-new website for Amazfit: a product-led experience for the wearables brand, from the shop and product pages through to product comparison and content.

Strategic thinking & planning

The design leaned into what felt genuinely modern for its time: video-led header content blocks, generous rounded corners, a distinctive heading style, grey backgrounds sitting behind the product imagery, and a clear side-by-side product comparison. It was all built around the watches themselves: the T-Rex Pro product page, colour options, AR try-on, and the usual shop reassurances around shipping, warranty and returns.

Outcomes

The pitch landed well, but further down the line Amazfit decided not to commission a brand-new build and stayed with amazfit.com, so these designs were never made. I think the work stands up, though. Looking at the Amazfit website today, I see a lot of the same instincts: the video header content blocks, the rounded corners, the heading treatment, the grey backgrounds on product imagery, the product comparison. So even though it wasn’t built from my designs, it feels closely in line with the direction the brand went. A shame, but you can’t win everything.