Freak Athlete
Originating from battling real life injuries & pain, Freak Athlete aims to unlock the human potential. I was the brand’s first and only Design Director and led the redesign of the consumer-facing eCommerce website in 2024. I first started by developing a comprehensive brand standard guide and a scalable design system to ensure consistency across all touchpoints. In addition, I enhanced the user experience, elevated the visual appeal while directing photo and video shoots to create compelling content, and collaborated cross-functionally with marketing, development to elevate the brand.
My Role
Creative Direction
Visual Design, Brand Style Guidelines, Producing
Client
Freak Athlete
Year
2023-Present
The problem
The previous consumer site felt outdated and lacked a premium look, which weakened the brand’s presence and user engagement. The design was inconsistent, the user experience was clunky, and the visuals failed to reflect the brand’s true value. It needed a complete overhaul to align with a high-end customer experience, with a refined aesthetic, cohesive branding, and an improved user journey that would drive conversions and elevate the brand’s perception.
Design Goals
Elevate Brand Perception
Create a premium, high-end visual identity that reflects the brand’s true value and sophistication
Enhance User Experience
Streamline navigation, improve site performance, and design an intuitive shopping experience that drives engagement and conversions
Ensure Consistency
Develop a cohesive design system and brand standards to maintain a unified look and feel across all digital touchpoints
Creating educational moments
The Hyper Pro is a versatile 9-in-1 home gym with multiple components. On our product detail pages, I chose a highly visual gallery layout to showcase its key configurations and exercises to potential customers, with each image featuring interactive hotspots for detailed information.
Refreshed homepage design
I designed the Hyper Pro homepage to be bold and dynamic, designed for engagement and conversion. A striking hero section, clean layout, and interactive elements highlighted key features and real-world use. High-contrast visuals and clear calls to action showcased the Hyper Pro as the ultimate home gym fitness machine.
Bringing in the community
We created a scrolling gallery featuring real fitness community members using the product, enhancing authenticity and strengthening the brand’s connection with its audience.
Results
Sales skyrocketed after the newly designed website
After the site redesign, product sales saw a remarkable 89% increase in the first year, driving revenue way up. The improved user experience, streamlined navigation, and enhanced visual storytelling played a key role in boosting conversions and customer engagement.
Winning Praise from the Fitness Industry
Following our site redesign, praise poured in from all corners of the fitness community, with customers, influencers, and industry experts raving about the improved experience. The buzz even caught mainstream attention, landing us a feature on The Price Is Right, further solidifying our brand’s growing recognition. This wave of enthusiasm not only validated our efforts but also expanded our reach, proving that a better design leads to bigger opportunities.