Launching Grill Lifestyle Brand Expansion
Challenge
- Expand the brand’s visual identity.
- Increase sales and marketing reach.
- Email flows needed improvement to drive conversions.
Strategy
- Redesign the website to create an engaging and user-friendly experience.
- Expand BBQ Hack’s brand by refining their visual identity, photographic style, and art direction.
- Implement automated email flows to nurture customers and increase sales.
A Visual Identity To Match An Amazing Set Of Innovative Tools
For art direction, I focused on modern, clean visuals that allow the products to shine without distraction. Photography direction played a key role in bringing the products to life, using close-ups and lifestyle shots that highlighted the versatility of BBQ Hacks and accessories in real-world grilling scenarios.
- Visual identity
- Art direction
- Photo direction
Relaunching BBQ Hack
The website redesign focused on enhancing the user experience by streamlining the purchase journey, making it easier for customers to understand products. The UI design was created to be visually aligned with the new brand identity, ensuring consistency across all pages. A clear and intuitive navigation structure was implemented to reduce friction.
For marketing, I designed automated email flows targeting different stages of the customer journey, from welcome emails to abandoned cart reminders, alongside curated social media campaigns.
- User journey papping
- Competitive research
- Design system
- Website design
- Automated + campaign email flows
- Social media assets
Results
The brand’s visual identity was significantly enhanced, providing a more cohesive and professional presence across all touchpoints. The redesigned website and improved marketing content helped drive increased sales and expanded the brand's reach through better customer engagement.
Reflections
This project allowed me to apply a holistic approach to brand building, ensuring consistency across all channels. It was rewarding to see how a strong visual identity and streamlined user experience directly impacted both sales and brand recognition.