Problem: Engine Ice, a powersports performance coolant brand, faced challenges with brand consistency, customer engagement, and a website that received ongoing feedback about poor usability and a complicated checkout process.

Solution: I played a key role in evolving the brand across digital, print, and experiential touchpoints. I led a full redesign and rebuild of the Engine Ice website in Shopify, identifying and addressing key UX pain points. The new site featured a streamlined checkout process, a “Where to Buy” locator, and clear visual icons to help customers differentiate between product formulas. Beyond the web, I developed a full brand mascot concept to boost social media engagement, and ensured brand consistency across packaging, advertisements, trade show displays, and giveaways.

Result: The redesigned website led to a 20% increase in sales, while the new mascot and community-focused marketing efforts helped grow audience engagement and brand recognition. My strategic, multidisciplinary contributions helped elevate Engine Ice into a more cohesive and performance-driven brand.