Likeable monster(s) illustration for nerdy fitness platform

Monster Fitness

BACKGROUND INFO, PRODUCT AND USP
Now first of all a little bit of background: My dream is to create an online platform that transfers the topic and challenge of losing weight in a completely different fashion.

"Completely different fashion" means: The whole webdesign and content does not contain photos of sixpacks and biceps, but rather only vector-graphics. The main focus and theme is about likeable and funny monsters as a metaphore for the inner monster (dunno the exact translation in english – your weaker self, inner temptation?), which you can train and develop (metaphorically speaking). The USP of this platform is this inner monster theme - represented in the articles, in the design and the general content. The platform informs about the main topic of self-motivation, but also about nutrition. Later there will be an account where clients can log in and have access to paid content and where they can really train their monster (leveling it up) by doing exercises, fulfilling challenges, educating themselves about nutrition and motivation and supporting others. They can also create their own diet-plan for their specific needs.

So the main focus is not a sharp beach body and following the body cult, but rather on developing your inner monster, meaning that you learn to achieve a better self-motivation, a better attitude towards life and much more energy when facing the challenge of losing weight, improving your health and life quality. The main goal and value of this website - though - still is to lose weight besides/paralleling a better life quality!

TARGET AUDIENCE
Our target audience are women between 20 and 40 who are perhaps a tiny bit nerdy and have a sense for humor ;). Even though the main target audience are women, we want to keep the design rather gender-neutral (no pink/rosa colors and no heavily female styles), since our larger audience group are also men (between 20 and 40).

WHAT IS NEEDED
For the top of the website there has already been created a header graphics (please see the attached "Monsters Compositon Final"-eps-file), which can function as the starting point for the webdesign, which is needed for this platform. The illustration itself still has to be filled with the navigation, the logo (will be developed after the web-design), the headlines (see below) and one or two buttons below the headlines (text for the buttons still in work).

Before I describe the table rows and what they should contain, some general information about the webdesign:
- just like the illustration the webdesign should be rather minimalistic.
-> creativity in a minimalistic style :)!
- no real pictures or photos
- rather soft transitions and curves
- for the colors you can take the illustration as an example

HEADLINES
Please keep in mind that the articles and the texts on the platform are generally written in the apercu font. It is not a must for the headlines of the platform, but probably yes - I leave it up to you.
The headlines (for now) are (3 :
Abnehmen, aber richtig. (<- h1)
Keine Märchen. Nur du und dein inneres Monster. (<- h2)

(Roughly translated):
Losing weight, but right.
No fairy tales. Only you and your inner monster.

STRUCTURE AND TABLE ROWS THAT SHOULD BE DESIGNED
The homepage should contain nine table rows below the heading (with the heading 10 table rows). You can have a look at a first design draft for the raw structure of the homepage (->see the attached "template design"-jpg-file, but please keep in mind that there are some rows missing and that I don't like this design too much. It is just for a bit of an overview.

Starting from head to toe:
1. A table row with a full table row 2 minutes intro-video for the platform that is about motivation, the inner monster and losing weight (still has to be developed)
2. A table row that leads to our motivation section with the motivation articles
3. A table row leading to our nutrition section with the nutrition articles
4. The table row with four boxes about the advantages and content of monster-fitness (see the „template design“-jpg-file for an impression, text will be changed)
5. A table row that shows our PDF-Incentives for our newsletter with a button that leads to the newsletter registration (PNG-files of the front pages of the PDF-files which are the incentives for the newsletter registration are attached, see: „Front-Page PDF-Incentive 1-3“) -> This table row is missing in the "template design"-file
6. A table row that leads to our podcast-site (podcast is about losing weight, motivation and the inner monster - the monster-fitness podcast) -> This table row is missing in the "template design"-file
7. A table row that will lead to our program landing page – as long as it is in development, it will lead to a „coming soon“ landing page -> This table row is missing in the "template design"-file
8. A table row that leads to our articles in the myths and fairy tales section of losing weight
9. Last table row above the footer: „Monsters that have already been helped“ -> Slideshow of funny monsters that slide from right to left (you can take just anything as a placeholder, monsters will be developed in the future for this)

NAVIGATION AND FURTHER SUBPAGES

The main navigation (for now, further 1-2 points are perhaps added in the near future):
Home / Motivation / Nutrition / The Science / Myths & Fairy Tales / Podcast
On the right hand side there will be a button leading to the "coming soon" page, where the visitor is informed about the upcoming program that is in development

COLORS
For the colors applies the same as for the monsters: Likeable and warm/colorful, but not too shiny and colorful (have a hard time expressing this).
Please take the website illustration as an example (see "Monsters Compositon Final"-eps-file).

Please do not hesitate to ask if you need more explanations or details :). As a starting point you can use the header graphics I attached ("Monsters-final-composition"-eps-file). As a further reference you can have a look at the general style of http://www.headspace.com - I like the minimalistic style.

I also attached an earlier design draft ("template design"-jpg-file), but please keep in mind that I don't like the design too much and that some table rows are missing there (I described this in the "STRUCTURE AND TABLE ROWS" part).

If you feel that monster-designs are missing, you can just take placeholder monsters and the real monsters will be designed by our graphics illustrator.