Brand Strategy & Site Replatforming

This project involved two separate initiatives: strategically redesigning the MET-Rx website and efficiently applying the resulting design framework to a Pure Protein reskin. For MET-Rx, the redesign shifted the brand narrative away from a "Tough Mudder" focus toward a clear emphasis on product benefits and athlete endorsement, requiring a complete overhaul of the site's wireframe and information hierarchy. I then utilized this new, high-performance wireframe to complete a rapid reskin for Pure Protein. To differentiate the experience and align with their brand strategy, I customized the reskin by introducing bold, flavor-focused burst photography and adjusting the navigation layout to emphasize key product lines. This approach proved the flexibility of the core design system and delivered two distinct, modern e-commerce experiences with maximum strategic impact and efficiency.