Redesign of fishing sport brand & web presence

Salt Strong’s digital presence hadn’t evolved in over a decade, leading to a fragmented brand experience and usability issues. I led a comprehensive design refresh, modernizing their visual identity and unifying their site architecture into a streamlined, intuitive navigation system. I redesigned key areas of the website and e-commerce store, optimized conversion funnels to boost sign-ups, and implemented UX improvements that made onboarding smoother and reduced churn. The result was a more cohesive, high-performing platform that resonated with both seasoned anglers and newcomers alike.