Work
Info
Gear Hugger
From lubricants to lifestyle: turning brand spirit into user flow
UX Strategy
+
Brand Expression
+
E-commerce Experience
2024
@RedBox
After successfully designing the brand strategy and packaging for Gear Hugger’s industrial line, I was brought in to redesign their main product website. Although they had a basic e-commerce setup, it lacked structure, storytelling and alignment with the brand’s full potential.
Challenge
How might we redesign the brand’s online presence to reflect its playful, eco-conscious spirit and turn the website into a meaningful revenue stream, while laying the foundation for scalable design systems?
Approach
The project kicked off with a remote strategy workshop I facilitated with the Gear Hugger team and their marketing consultancy. Through structured conversations and curated visual references, we clarified key brand tensions, design principles and business goals. This allowed me to align the creative direction early and lead the project with focus.
I handled the redesign end-to-end, balancing emotional expression and commercial clarity. I reimagined the site’s tone, structure and digital identity while setting the foundation for a flexible and sustainable design system.
Outcome
The client was highly satisfied with the redesign. Even before full deployment, the project unlocked new opportunities: they used the assets to create campaign landing pages and commissioned new design work for other product lines and platforms. This project also led to a collaboration with another client in the sustainable food industry.
Process Highlights
Strategic facilitation workshop
Kicked off the project by facilitating a remote session with the brand team and their marketing consultancy. Using structured prompts and inspiring references, we aligned on brand tensions, design principles and user priorities, laying the groundwork for a focused creative direction.
Information architecture and content strategy
Reorganized product categories, simplified groupings and designed new bundles to drive conversion. Created a dedicated wholesale experience with its own landing, messaging and gated content.
Visual storytelling and brand personality
Leaned into their California-inspired tone and built a system of illustrations and visual metaphors rooted in outdoor life.
This helped create a balance between eco-tech credibility and lifestyle-driven appeal.
Sustainability as a design differentiator
Positioned their environmental promise throughout the experience, not only visually but in the tone of voice, product education and call-to-action language.
Deliverables
Created the full information architecture, copywriting, high-fidelity wireframes, scalable UI templates for Odoo, a digital style guide, and visual direction for illustrations and typography.
Collaboration and leadership
Led the project solo in close collaboration with the founder and e-commerce lead. Worked alongside their marketing consultancy, which later brought me into other client projects.
Work
Info
Copyright © Iván Jiménez 2025
Work
Info
Gear Hugger
From lubricants to lifestyle: turning brand spirit into user flow
UX Strategy
+
Brand Expression
+
E-commerce Experience
2024
@RedBox
After successfully designing the brand strategy and packaging for Gear Hugger’s industrial line, I was brought in to redesign their main product website. Although they had a basic e-commerce setup, it lacked structure, storytelling and alignment with the brand’s full potential.
Challenge
How might we redesign the brand’s online presence to reflect its playful, eco-conscious spirit and turn the website into a meaningful revenue stream, while laying the foundation for scalable design systems?
Approach
The project kicked off with a remote strategy workshop I facilitated with the Gear Hugger team and their marketing consultancy. Through structured conversations and curated visual references, we clarified key brand tensions, design principles and business goals. This allowed me to align the creative direction early and lead the project with focus.
I handled the redesign end-to-end, balancing emotional expression and commercial clarity. I reimagined the site’s tone, structure and digital identity while setting the foundation for a flexible and sustainable design system.
Outcome
The client was highly satisfied with the redesign. Even before full deployment, the project unlocked new opportunities: they used the assets to create campaign landing pages and commissioned new design work for other product lines and platforms. This project also led to a collaboration with another client in the sustainable food industry.
Process Highlights
Strategic facilitation workshop
Kicked off the project by facilitating a remote session with the brand team and their marketing consultancy. Using structured prompts and inspiring references, we aligned on brand tensions, design principles and user priorities, laying the groundwork for a focused creative direction.
Information architecture and content strategy
Reorganized product categories, simplified groupings and designed new bundles to drive conversion. Created a dedicated wholesale experience with its own landing, messaging and gated content.
Visual storytelling and brand personality
Leaned into their California-inspired tone and built a system of illustrations and visual metaphors rooted in outdoor life.
This helped create a balance between eco-tech credibility and lifestyle-driven appeal.
Sustainability as a design differentiator
Positioned their environmental promise throughout the experience, not only visually but in the tone of voice, product education and call-to-action language.
Deliverables
Created the full information architecture, copywriting, high-fidelity wireframes, scalable UI templates for Odoo, a digital style guide, and visual direction for illustrations and typography.
Collaboration and leadership
Led the project solo in close collaboration with the founder and e-commerce lead. Worked alongside their marketing consultancy, which later brought me into other client projects.
Work
Info
Copyright © Iván Jiménez 2025