Vitacost Legacy Experiences
Below are three distinct customer experiences I designed for Vitacost before the website and brand identity were modernized. At the time, Vitacost’s strategy emphasized creating visually unique experiences tailored to each concept rather than adhering to a single, overarching brand style.
Created for customers who appreciate exceptional food, the Gourmet Shop brought premium ingredients and specialty products together in one curated destination. Rich, inviting photography established the visual direction and carried across the entire experience, while dedicated modules introduced new products and recipes tailored to each category.
I created the logo and visual identity, curated the photography, and designed each page. My goal was to develop an elevated shopping experience that emphasized quality and discovery rather than the discount-driven approach used throughout the broader website.
Gourmet Shop
Summer Road Trip
Summer Road Trip was a limited-time Vitacost experience launched in the summer of 2014. The campaign included a dedicated landing page, homepage content, and sitewide banners. Animation within the hero banner and global promotional strip added a playful sense of movement inspired by the energy of a summer road trip.
I designed and animated the complete visual experience, drawing inspiration from vintage travel posters and the nostalgic artwork found along beachfront boardwalks.
Back to School
Like Summer Road Trip, Back to School was a limited-time Vitacost experience. The promotion extended beyond traditional school supplies to feature a broader assortment of products relevant to students and families preparing for the new school year.
A student standing before a chalkboard served as the campaign’s hero image. Inspired by classroom textbooks, I designed the clickable category banners to resemble stacks of books. I developed the overall concept, curated the imagery, designed the experience, and created the animation.
