Visual designer
Figma
CMS platform - webflow
Game Day on Tap is a small, Dallas–Fort Worth-based eCommerce platform offering customizable mini rigs for sports fans. The brand faced challenges with inconsistent visuals, a weak online presence, and limited ability to engage its audience. Without a digital presence, the platform struggled to showcase its products, emphasize customization options, and convert fan interest into sales.
I collaborated directly with the UX lead to align design priorities and business goals. My process included reviewing competitor eCommerce flows, mapping the user journey, and creating wireframes for checkout and customization. I iterated on prototypes in Figma, tested flows for clarity, and implemented the final solution in Webflow CMS using scalable collections and reusable components.
The work centered on rebranding and creating a strong visual identity for Game Day on Tap’s mini-keg e-commerce experience. The design introduced updated colors, typography, and product imagery to capture the energy of game day while keeping the interface clear and appealing. Merchandise displays were styled to stand out in a mobile environment, with layouts that emphasized the connection between the brand, the mini-keg experience, and fan culture. This visual foundation provided consistency across touchpoints and set the tone for future digital growth.
Discovery
The team identified that Game Day on Tap’s online presence didn’t reflect its unique brand voice. The visuals were inconsistent, product details were scattered, and the site lacked a strong identity. Beyond eCommerce flow improvements, the brand also needed a rebranding effort to unify tone, style, and digital presence.
Ideation
I collaborated with the UX lead to define priorities: simplify product discovery, highlight customization options, and build a recognizable identity. We explored eCommerce patterns from similar niche markets, mapped user flows, and sketched early wireframes that combined shopping with personalization features.
Design
I created a refreshed visual direction that matched the brand’s energetic, sports-fan personality. The rebranding effort included a bold new style guide with typography, colors, and imagery aligned with the target audience. I then translated these guidelines into a scalable Webflow CMS structure, designing responsive layouts for product pages, customization steps, and checkout.
Reflection
This project taught me how to balance rebranding efforts with functional eCommerce design. I refined my ability to structure CMS collections for scalability, collaborated closely with the UX lead to iterate on wireframes and flows, and gained experience adapting retail patterns to a niche sports-fan audience. The process also strengthened my flexibility in shifting between brand identity needs and sales goals.
