Persona Nutrition
Website rebrand
A full rebrand and website redesign for Persona, a personalized nutrition subscription company rebranding from Vitamin Packs. Brought in to elevate an incomplete agency styleguide and take full ownership of the visual design and customer experience across digital and print.
UI/UX Design · Branding · Art Direction
The ask
Persona was mid-rebrand when the CEO brought me on to course-correct. An outside agency had established a logo, typefaces, and basic brand elements but left the styleguide incomplete and the website unresolved. The goal was to build on those foundations, extend the brand identity into a distinct and consistent design language, and deliver a website that reflected the quality of the product and resonated with the target customer.
Old branding
The project started with auditing the existing agency work to identify what was usable and what needed to be built from scratch. From there I established a more complete design system and UI language to support brand consistency across the site and beyond, with a focus on reducing customer acquisition cost (CAC), improving lifetime value (LTV), and creating an experience that converted the right customers.
The project started with auditing the existing agency work to identify what was usable and what needed to be built from scratch. From there I established a more complete design system and UI language to support brand consistency across the site and beyond, with a focus on reducing customer acquisition cost (CAC), improving lifetime value (LTV), and creating an experience that converted the right customers.
The website
The work spanned the full customer experience across web and mobile. On the website, I redesigned the homepage, products page, category and detail pages for Essential Packs, topic-specific landing pages, navigation, and footer across desktop and mobile breakpoints. The e-commerce experience included a slide-out shopping cart and a streamlined checkout flow. The customer dashboard covered My Program, account management, billing, and shipment scheduling.
The assessment flow received a full overhaul, replacing a visually inconsistent, form-heavy experience with a clean, focused interface featuring a progress indicator, improved medication search with drill-down filtering, and clearer question hierarchy throughout.
The work spanned the full customer experience across web and mobile. On the website, I redesigned the homepage, products page, category and detail pages for Essential Packs, topic-specific landing pages, navigation, and footer across desktop and mobile breakpoints. The e-commerce experience included a slide-out shopping cart and a streamlined checkout flow. The customer dashboard covered My Program, account management, billing, and shipment scheduling.
The assessment flow received a full overhaul, replacing a visually inconsistent, form-heavy experience with a clean, focused interface featuring a progress indicator, improved medication search with drill-down filtering, and clearer question hierarchy throughout.
The app
The companion mobile app was designed end-to-end from a comprehensive user flow, covering My Program, shipment date management, supplement reminders, health check-in questionnaires, and nutritionist contact. A consistent visual language tied the app experience back to the web, using the same typographic system, color palette, and interaction patterns across both platforms.
The companion mobile app was designed end-to-end from a comprehensive user flow, covering My Program, shipment date management, supplement reminders, health check-in questionnaires, and nutritionist contact. A consistent visual language tied the app experience back to the web, using the same typographic system, color palette, and interaction patterns across both platforms.
Product photography
In addition to the digital experience, I owned the product photography end to end. This included researching art direction references, sourcing and renting equipment, and purchasing all props and materials. I staged and shot every image, then handled all post-production retouching to ensure the final assets aligned with the updated brand aesthetic.
In addition to the digital experience, I owned the product photography end to end. This included researching art direction references, sourcing and renting equipment, and purchasing all props and materials. I staged and shot every image, then handled all post-production retouching to ensure the final assets aligned with the updated brand aesthetic.
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