Vitaflex
High-performance Equine Supplements
Overview
With a 25+ year legacy in high-performance equine supplements, Vita Flex Pro’s digital presence was ready for evolution. I led the redesign to elevate brand perception, bring clarity to product organization, and craft a seamless experience worthy of its premium positioning.
Software
Project Type
Website Redesign & Brand Experience
My Role
Art Director — Concept Lead & Web Designer
Elevating Exercise Standards
Elevating Exercise Standards
Project Type
Website Redesign
My Role
UX/UI Designer
Visual Designer
Software Used
Figma
Umbraco
Client
USREPS
Insight to Interface
From brand analysis to wireframes, Vita Flex Pro’s structure and flow were refined into a modern design system that ensures clarity, cohesion, and ease of use. A key focus in the wireframes was creating a more robust product page, providing greater space for product information and resources.
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Insight to Interface
From brand analysis to wireframes, Vita Flex Pro’s structure and flow were refined into a modern design system that ensures clarity, cohesion, and ease of use. A key focus in the wireframes was creating a more robust product page, providing greater space for product information and resources.
Insight to Interface
From brand analysis to wireframes, Vita Flex Pro’s structure and flow were refined into a modern design system that ensures clarity, cohesion, and ease of use. A key focus in the wireframes was creating a more robust product page, providing greater space for product information and resources.
Sophistication Meets Usability
A bold, elevated design system applies color-coded product categories for intuitive navigation and visual consistency. The palette, typography, and layout were carefully chosen to convey a premium, sophisticated look that reflects Vita Flex Pro’s high-quality brand. Color-coded categories simplify scanning and help users quickly find the information they need, while anchored navigation provides direct access to each product section. Anchors also enhance mobile usability, reducing scrolling and making it easier for users to navigate extensive product details.
Champions of the Brand
Each Vita Flex rider has a dedicated page that shares their story and connection to the brand. Rider cards were designed with the signature golden band, echoing the product design and reinforcing their bond with the brand. Individual pages also showcase the Vita Flex products they rely on, positioning the brand as their go-to premium choice. We complemented these profiles with blogs that highlight the riders’ achievements, creating a rich, engaging experience that celebrates both the community and the brand’s elite positioning.
