CAP Barbell

Inconsistent Brand Messaging
‍Working in silos is a big contributor of this problem within the company. Sales unit are not always informed with the work and effort of the CAP Barbell's product team causing inconsistencies of the brand messaging.
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‍Dated Look & Feel
‍The inconsistency between the dated looking website and other marketing channels undermined legitimacy of the products and broke down trust with the consumer.

I led the transition of the old masculine design and moved toward a more inclusive, general fitness audience. My design approach is to move away from extremely dark and strong color combinations and used more neutral color selections inviting a wider audience demographic. This transition helped increased B2C sales up to 35% of our yoga mats, kettlebells and fitness accessories.