New Wave is a lifestyle brand focused on designing products that inspire and support healthy, active living. Since 1993 their complete line of Enviro Filters, Reusable Water bottles, and Litter Free Lunch products have been available at Health, Natural Food, and Supplement stores around the world.
In efforts to connect with and grow the consumer-base (and introduce them to the brand’s new cohesive look), I redesigned the entire Enviro Products’ website.
I provided creative direction to our web site designer (through wireframes and mockups) and I worked with our copywriters to develop a friendly, familiar and trustworthy brand voice. I led and managed all photoshoots (lifestyle and product). I was responsible for editing all photos.
Branding, Strategy, & Web Design
New Wave
I believe that the experience a user/customer has on a company’s website can shape the way they feel about the brand. The old newwaveenviro.com site was hard to navigate and confusing in that the homepage tried to tell the New Wave Story with a series of heavily photoshopped and congested images: it grouped a wide range of product types together, and never showed the products individually (or in use) on the subpages.
One of the main objectives of the rebranding campaign was to create a more approachable and trustworthy brand— and I wanted every experience customers had with the brand to be meaningful. For the website redesign, I focused on the UX & brand experience. In efforts to build trust with the users, I showed real images of the products, both in use and up close. I designed each page to be clean and engaging. I also created flows that would allow the user to intuitively navigate the site.
To start, the original site was not responsive. All the menus and subbrand categories on the homepage made it hard to navigate, especially if you were unfamiliar with the brand and the product offering. The images were cold and heavily photoshopped.
For the redesign, I used a responsive layout. The homepage was structured around a long scroll and broken up into interactive sections to help users understand the value of the brand and to keep them engaged. In efforts to better connect with them, I showed the products being used in real life situations by people who represented our target audience.
