GearGrid
Rebuilding a brand identity & eCommerce platform
Art Direction
Brand Identity
UX + UI
Web Design

The Client

With over a century of legacy, GearGrid’s key evolution came in the 90s when a co-owner and volunteer firefighter developed a durable open-air locker system. They've since refined their storage solutions and expanded globally, serving firefighters, law enforcement, public works, and athletics.

Contributions

My Role

Design Lead
What I Did

Art Direction
Brand Identity
Web Design
UX + UI
Interactive Design
Team

Project Manager
Content Writer
Designer (ME)
Developers (x3)
Timeline

4 Months
The Problem —
‍
With GearGrid’s history of adapting and evolving, they recognized the need for a visual transformation. Their brand identity felt dated, overly complex, and struggled to scale across various applications. They wanted a refresh that stayed familiar to loyal customers while injecting new life.

Their e-commerce site faced similar challenges—outdated, difficult to navigate, and not reflective of their true brand essence. Plus, it struggled with CMS issues, overwhelmed by the sheer volume of products across their different markets.
What I Did —

Starting with the brand identity and later transitioning to the e-commerce website, I collaborated with the GearGrid team from start to finish. I led the identity refresh, working closely with leadership, and once finalized, brought together our content writers, project managers, and developers for the site build.

I contributed to stakeholder and customer interviews, shaped user personas, and crafted the user flow and information architecture. I designed wireframes, page templates, interactive components, and a design system for seamless dev collaboration, overseeing everything from content uploads to QA.

Throughout the process, I built a trusting relationship with GearGrid, playing a key role in every stage of the project.

Brand identity

Brand Audit —
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To align myself with the GearGrid team, I conducted a brand audit. This was done by gathering any asset I could find, this allowed me to view their visual assets from a high-level perspective. Knowing not to reinvent GearGrid, I was able to discuss key items that could be revised and potential pain points that were observed, which was confirmed while meeting with the GearGrid team.
Ideation, Revision, & Final Solution —
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Starting on paper and quickly moving to vectors, I explored various options, starting with a more conservative approach to pushing the boundaries while focusing on staying true to their original identity but with a modern approach. I also focused on keywords I noted during our meetings together.

• Bold
• Industrial
• Modular/Grid Based

In short order they gravitated to what became the final design.

ecommerce platform

The Challenge —
‍
GearGrid’s e-commerce platform needed a visual overhaul to align with their brand identity refresh, while also reworking the site structure, components, and user flows for a seamless experience from first interaction to order or quote submission. Reorganizing and streamlining product information was essential not only for an improved user experience but also for GearGrid’s internal efficiency and scalability.
Original Site
Building Through Research —
‍
Through stakeholder meetings, user interviews, and market research, we identified key business objectives and pain points, which we presented to GearGrid through customer journeys, user personas, and SEO insights.
User Flow & Information Architecture —
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Building on the earlier insights, I partnered with the content writer to map out the website's structure, detailing product categories, and filter options. This process involved multiple meetings with GearGrid’s leadership to ensure every product category was accurately captured and organized.
Ideate, Test, Revise —

Starting with mid to hi-fi wireframes, I tested components and flows with select client members and internal teammates. While not the ideal method, budget and time constraints made this a practical approach, allowing us to avoid working in isolation and giving the client a sense of ownership throughout the design process.
Style Guide —

During the wireframing phase, I developed a style guide to ensure design consistency across the entire site. This guide served as a reference for the development team throughout the build process, streamlining implementation, and keeping the design cohesive.
Final Product —

With the project’s timeline and budget in mind, I focused on key factors like navigation, product discovery, quote request flow, and resource organization. The result was a modernized UI that enhanced both the user experience and GearGrid’s overall brand recognition.
Effortless Navigation —

To create a user-friendly experience, I introduced a mega menu drop-down navigation that presents information without overwhelming visitors. Contact details were made easy to find for direct communication, and a quote request option was always accessible, whether or not users had selected specific products.
Discovery Through Filters —

To simplify navigation, we added filtering options to category pages along with adding variable options to product pages, helping users quickly find products suited to their specific needs.
Request A Quote —

The redesigned quote form allows customers to easily add, remove, or modify items, while also providing the option to upload drawings and project plans. This streamlined process ensures GearGrid receives all the necessary details for more precise and efficient quoting.
Product Resource Organization —

User insights revealed a strong need for resources like installation guides, data sheets, and architectural drawings. We streamlined access by adding product filters and placing these resources directly on product pages for quick retrieval.
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