VitalPeak is a supplement brand built around an Amazon-first sales model. All purchases happen through Amazon listings, not through the website itself. I was responsible for designing the full website: homepage, product pages, shop, mission, scientific research, and contact pages, across desktop, tablet, and mobile.
The brand identity (logo, color palette, typography, product photography, and bottle labels) was created by a brand designer. My job was to translate that identity into a fully functional, responsive website that matched the brand's visual direction and met stakeholder expectations.
Most e-commerce product pages are built around a cart, quantity selectors, pricing tiers, and a checkout flow. VitalPeak had none of that. The business decision (made before design began) was that all transactions would happen on Amazon. The website's job was to inform, build trust, and hand off the customer.
This changed the design problem significantly. Instead of optimizing a purchase flow, I was designing a trust and education experience. The product page needed to do the persuasive work that a funnel would normally do across multiple pages, in a single, self-contained layout.
The solution: a standard product image carousel on the left, and on the right, instead of an order form, the product name, a short benefit-focused description, star rating, and a single CTA: "Order Now on Amazon." Clean, unambiguous, no false complexity.
Receiving a brand identity rather than building one is its own design challenge. The palette, fonts, and visual tone were set. My decisions lived in how to apply them: spacing, hierarchy, component sizing, image treatment, section rhythm.
Feedback from stakeholders was specific rather than directional, which meant iterations were precise. The process was structured: design → stakeholder review → revisions → repeat until approved.
One aspect of this project I'm particularly proud of is the responsive design work. Designing for desktop, tablet, and mobile as separate but cohesive experiences required thinking carefully about how layouts, image sizes, and content hierarchy shifted across breakpoints. Not just scaling things down, but rethinking composition at each size.
The front-end team lead noted that the responsive specifications were clear and well-structured, making implementation straightforward. That kind of feedback matters to me. Design doesn't end at the handoff, and making a developer's job easier is part of doing the job well.
Homepage · Product pages · Shop · Mission Scientific Research · Contact
All pages across desktop, tablet, and mobile.
VitalPeak launched as a complete, multi-page brand website with a consistent visual identity and a purchase flow adapted to the Amazon-first business model. The project required working within defined constraints (brand assets, stakeholder direction, an unconventional UX model) and delivering a coherent result across all device sizes.