BEFORE
Twisted Tee’s digital presence was minimal, with no fully developed website. The client had a basic site and existing branding assets, but there was no cohesive design system, no clear hierarchy, and no user-focused structure.
Goals for the redesign included:
- Building a full digital experience from scratch
- Prioritizing event-driven engagement and bookings
- Creating a modern, vibrant, and social atmosphere that reflects the brand
- Establishing a scalable visual system and UX architecture for future expansion
This “blank slate” allowed me to take full ownership of the brand strategy, moodboard, UX design, and UI direction, creating a high-energy, destination-focused experience from the ground up.
AFTER
Project Goals/Brief
- Transform the site into a high-energy, interactive digital destination
- Make the booking feature immediately visible and intuitive
- Create layouts and visual systems that support events, leagues, and social engagement
- Apply bold colors, large photography, and dynamic imagery consistent with Twisted Tee’s brand
- Maintain current navigation while enhancing user flows and clarity
Goals for the redesign included:
- Building a full digital experience from scratch
- Prioritizing event-driven engagement and bookings
- Creating a modern, vibrant, and social atmosphere that reflects the brand
- Establishing a scalable visual system and UX architecture for future expansion
This “blank slate” allowed me to take full ownership of the brand strategy, moodboard, UX design, and UI direction, creating a high-energy, destination-focused experience from the ground up.
Design Leadership & Decision-Making
Brand & Moodboard
- Created a moodboard reflecting vibrancy, energy, and fun
- Developed a color palette, typography, and UI elements aligned with Twisted Tee’s playful brand
- Designed a visual system that supports large photography, dynamic calls-to-action, and event promotion with repeatable components
UX & UI Design
- Redesigned homepage and key pages to prioritize booking, events, and engagement
- Highlighted primary CTA “Book a Bay” throughout the site
- Balanced bold, dynamic design with clear navigation and accessibility considerations
Strategic Design Decisions
- Optimized layouts for event-driven engagement
- Ensured visual hierarchy emphasizes high-priority actions and content
- Built scalable components for future events, promotions, and interactive features
Strategic Value Delivered
- Transformed a non-existent website into a fully realized, high-energy digital destination
- Established a brand-driven UX and UI system that prioritizes event engagement and bookings
- Improved conversion potential for bookings and event participation
- Delivered full UX/UI and brand direction as the lead designer
- Designed scalable layouts and components to support future growth and marketing initiatives
Designed scalable layouts and components to support future growth and marketing initiatives
- Optimized usability, hierarchy, and accessibility to improve user experience and conversion potential
- Delivered full design ownership, demonstrating strategic decision-making and execution at a senior level
Performance & Quantitative Considerations
- Redesign supports faster user comprehension and reduces friction in booking
- Large visuals and clear hierarchy guide users toward primary CTAs
- Scalable layout allows for future event and promotional expansion
- Design choices were informed by accessibility and inclusive UX principles