Care/of
Care/of
Head of product Design • 2024
Head of product Design • 2024
inclusive
inclusive
inclusive
Elevated
Elevated
Elevated
modern
modern
modern
consistent
consistent
consistent
Refreshing the
brand with intention
Refreshing the
brand experience
Care/of’s personalized vitamin experience had started to feel inconsistent & leaned heavily female, even though data showed a large untapped male audience. My goal was to refresh the website with a more inclusive & modern design that could broaden appeal & help Care/of stand out from the competition.
Care/of’s personalized vitamin experience had started to feel inconsistent & leaned heavily female, even though data showed a large untapped male audience. My goal was to refresh the website with a more inclusive & modern design that could broaden appeal & help Care/of stand out from the competition.
Building a more inclusive brand
Infusing a
cohesive identity
I worked closely with our Creative team to bring a refreshed brand identity into the website experience. I led updates to colors, typography, photography, & UI elements to help the brand feel more cohesive & welcoming. Through workshops, I aligned the team around a vision that honored the existing brand while evolving it to meet users where they are.
I worked closely with our Creative team to bring a refreshed brand identity into the website experience. I led updates to colors, typography, photography, & UI elements to help the brand feel more cohesive & welcoming. Through workshops, I aligned the team around a vision that honored the existing brand while evolving it to meet users where they are.
Applying the system
Elevating
the experience
We applied the new identity across the full customer journey, from homepage to checkout. The updated design brought in inclusive photography & consistent visual language, helping create a more polished & approachable experience. This work strengthened brand perception & helped Care/of connect more meaningfully with a broader audience.
We applied the new identity across the full customer journey, from homepage to checkout. The updated design brought in inclusive photography & consistent visual language, helping create a more polished & approachable experience. This work strengthened brand perception & helped Care/of connect more meaningfully with a broader audience.
Key collaborators: Kat Choi, Jessica Choy, Samantha Mansfield, and Chanel Portman
Key collaborators: Kat Choi, Jessica Choy, Samantha Mansfield, and Chanel Portman
More of my work
More of my work
Let's connect!
Let’s connect!
© 2025 Luis Gutiérrez