Plusgrade Website Redesign
Summary:
Leading a comprehensive visual and UX overhaul in partnership of an external agency, I modernized an outdated brand identity to elevate the company's storytelling and product showcase. Moving beyond a simple visual refresh, I reimagined the site's architecture, navigation, and functionality to align with the premium aesthetics and user experience of top-tier tech companies.
Results: Successfully shipped a massive structural redesign, including 60+ pages, 30+ flexible design components, and 30+ AI-generated brand images.
Key responsibilities included:
Design leadership: Oversawthe end-to-end design process ensuring consistency and brand alignment
Asset creation: Designed 60+ full pages
Design system: Created a component structure for fast iteration and create variants for A/B testing
Visual strategy: Incorporated AI generated images and videos for concepting and real world use
Goals included:
Brand alignment
Improved user experience
Modern and tech-forward visual identity
Animated product showcase
Homepage hero video
Art directed the video for the hero banner on the homepage to showcase the travel experiences that Plusgrade powers through their product offerings in partnership with various travel brands.
Interconnected video
Art directed supplemental video to go on various pages throughout the website to showcase all Plusgrade’s product offering. The video shows the products offered through the traveller’s journey.