Project Overview
Led a full website redesign for VetoProPac.com to support the brand’s shift toward scalable e-commerce growth. The new site is currently under internal review, with a target launch planned for Q4 2026.

The Challenge
Veto Pro Pac’s existing website struggled to support a growing product catalog and increasing e-commerce demand. Key issues included inconsistent branding, poor storytelling, slow performance, limited customization, and a CMS that made updates time-consuming.

While I had spent the last 4 years defining Veto’s visual identity across packaging and product catalogs, the digital experience had not yet evolved to match that level of polish. The site needed a complete overhaul to support both brand clarity and long-term growth.

My Process
I conducted a deep-dive audit of the existing website, evaluating UX, information architecture, performance, branding consistency, and conversion flow. This review surfaced specific friction points across navigation, product discovery, content management, and scalability.

From there, I redesigned the site with an e-commerce-first mindset—prioritizing clear storytelling, flexible templates, and a CMS that enables fast, internal updates. Every design decision was made to support future growth, not just immediate visual improvements.

Key Design & Strategy Decisions
The new design is built on an easy-to-use CMS to allow quick edits and scalable content updates. I introduced stronger brand storytelling through consistent typography, color systems, and UX components, along with well-placed CTAs to guide users.

Product pages were redesigned with consistent photography to highlight each bag’s unique features, functionality, and real-world scale.

Outcome
The redesigned site creates a scalable digital foundation aligned with Veto Pro Pac’s established brand identity. Once launched, it’s positioned to significantly improve usability, brand consistency, and conversion performance as the company expands its e-commerce efforts.