Paddle pals
The project began with defining a refreshed visual language for the brand online—color, typography, iconography, and layout principles—anchored in three pillars: kid-friendly, safety-first, and retail-ready. From there, I designed the full website experience across key pages and flows, including the homepage, product detail pages, brand story, and safety/fit education, ensuring a clear hierarchy of information and a smooth path from discovery to purchase.
As Art Director, I established guidelines for photography, product imagery, and graphics, curating lifestyle and product visuals that highlight comfort, fit, and confidence in the water. As Designer, I translated this direction into responsive layouts for desktop and mobile, focusing on accessible type scales, generous spacing, and flexible components that are easy to maintain and extend.
Throughout the project, I collaborated closely with internal stakeholders to align the site with broader brand and retail goals, and delivered detailed design specs for development. The result is a cohesive, modern brand experience that introduces Paddle Pals to new customers, supports retail partners, and reinforces the brand’s position as a trusted choice for kids’ flotation and swim training.