Lead visual design for a new website experience to align with the rebrand of athletic retail comapny Mission.

Mission is an athletic retail company that sepeicalizes in heating and cooling activated products. These products aim to help athletes and fitness enthusiats reach their peak performace. Mission decided to elevate their global brand presence by doing a complete rebrand that included a fresh new logo, a responsive website and updates to their entire clothing line. My role was to design a responsive website experience that reinforced this new direction. Additionally, this website would allow Mission to fulfill their goals of expanding into new product spaces and streamlining product purchases.


Hyfn, Mission 


UI Visual Design 



Mission sepeicalizes in heating and cooling activated products that aim to help athletes and fitness enthusiats. To elevate their brand presence they embarked on a complete rebrand that included a new logo and updates to their product line. We were tasked with creating a responsive website to help reinforce thier new direction. 

Starting off with a modular and grid system allowed Mission's ever expanding product line to be easily added at any time. This also endabled them to keep up with product changes due to seasons as well as new technology and design updates.

We worked closely with their team who supplied us with their new beautiful photography including product shots, styled shots and images of their endorced athletes. I showcased these in full bleed across the site to enhance their brand lifestyle ideals and show their products in a new light. 


To streamline and increase customers purchasing, I created a shopping experience that is straightforward and easy to navigate. I emphasized the call to action by using large buttons on the homepage and product detail pages to create a direct user flow from visiting the site to buying an item. The product pages used magazine-style full bleed images at the top and large product photos that show off their beautiful line. The detail pages focus on the technology behind the product with easy to understand features and benefits. 


To speak to their on the go athletes and active community, I spent time creating a site that was just as beautiful and approachable on mobile decives as it would be on a full desktop computer. This made it possible to access their products from anywhere, anytime. With this responsive thinking, we supported their goal to evelate their brand presence on a global scale..


After designing the website I had the pleasure of working with our     in-house devlopers on implementing and testing this design across all devices and platforms. I made sure each detail was considered and worked to match Mission's present and future goals. 


Agency: Hyfn

Creative Direction: Scott Mallone, Nick Boes

Art Direction: Nick Boes

Design: April DiMartile

Production: Ashley Heron

Front-End Development: Shaun Collins

Copywritting: Aislinn Shevlin

Client Services: Ken Rivera

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