Transforming a fragmented brand ecosystem into cohesive, engaging digital experiences.
Designed scalable, on-brand websites that strengthened loyalty, captured first-party data, and drove engagement across 10 water brands.
As Lead UI Designer, I partnered with a Senior UX Designer and Creative Director to redesign and replatform eight major bottled water brands, including Ozarka and Ice Mountain. Our goal was to unify their digital presence, ensure brand distinctiveness, and deliver engaging user experiences while building a shared design system for efficiency and consistency.
For Ozarka, I led the UI refresh that brought promotions and storytelling to the forefront, ensuring the brand felt distinct and consumer-friendly. For Ice Mountain, I helped reframe site strategy by moving promotional content higher on the page to maximize visibility and engagement. Across the ecosystem, I collaborated with cross-functional teams, promotions, email, and data strategy—to launch campaigns like the Betches promotion, which improved click-through by 5.4%.
The impact was significant: 9 of 10 brands saw YoY organic engagement rate increases between 40%–130%, reflecting stronger user retention, more meaningful content interaction, and improved brand loyalty. The replatform to Drupal enabled faster updates, streamlined promotional launches, and positioned Primo to scale its first-party data capture strategy moving forward.
Ice Mountain’s website previously felt generic, with little connection to its Midwestern spring water heritage. Our redesign brought the brand’s personality to life through a refreshed UI, photography, and storytelling, while restructuring content to highlight promotions and consumer engagement. The result was a distinct, recognizable brand site that improved visibility, captured user attention, and delivered measurable growth in engagement.
