PRESSIO
Overview
Role
Lead Designer – Brand upgrade, visual system rebuild, ecommerce UX, campaign art direction, end-to-end delivery
Scope
Full brand transformation for PRESSIO – a UK-based premium sportswear company focused on sustainable, high-performance gear for elite runners and triathletes. I led all design touchpoints from visual identity to web, social, and print, working directly with the founder and marketing team.
Categories
Brand System
E-commerce
Website
Growth
Team
PERSSIO UK
Content
🔍 Research to Visual Mapping
🧭 UX Flow Snapshots
🎨 Design Previews
Summary
Challenge & Goals
PRESSIO had a strong product but a weak brand presence. Despite having top-level fabric technology and sustainable credentials, its identity and e-commerce design weren’t aligned with its performance DNA.
Key challenges:
Visual inconsistency – from logo to social to website, the brand lacked clarity and edge.
UX bottlenecks – store layout and PDPs made product discovery hard and failed to highlight key selling points like fabric benefits or athlete use cases.
Brand perception – for pro athletes, the brand looked too generic and didn’t feel “elite” or technical enough.
Missing system to support growth across new markets and partnerships
Goals:
Upgrade brand system to express “Sustainable Performance” with precision and clarity
Improve ecommerce UX for conversion and storytelling
Build consistent, scalable templates across web, social, and offline
Prepare the brand for growth partnerships and new retail channels
(01) My Approach
The previous design system
Strategy & Core Design System
Redefined the brand’s essence "Sustainable Performance" around six key traits:
Performance-Driven, Technical Excellence, Athlete-Focused, Premium Quality, Sustainable Innovation, User Community-Centred.
From this, I created a visual system built on:
Refined colour palette and type system for balance between technical and premium
Templates and layout rules that could scale across platforms (web, print, social)
Tone and imagery principles to reflect athlete mindset and environmental values
The system emphasised modularity – enabling fast reuse for marketing, retail, and seasonal drops.
Visualise the brand value
Sustainable Performance
Brand awareness
Conversion
Retention
How does brand system & value
works in e-commerce
Hover picture
Conversion
CTR
Like a Pro
Elite performance made wearable.
Conversion
Event campaigns
Art Direction – Visual System for Motion & Still
A cohesive visual language crafted for high-performance, sustainability-driven sportswear. The tone blends technical clarity with raw athletic energy, designed to elevate both product and athlete.
Nature: Light, natural tones with close and mid-range shots. Athletes are placed in open landscapes, emphasizing authenticity and balance.
Urban: Darker grey tones, harsh light, and high contrast. Mid-range compositions focus on athlete emotion and power.
Studio/Product: Monochrome detail shots, minimal backgrounds, high contrast. Emphasizes material quality, symmetry, and tension.
Textile Macro: Soft lighting, shallow depth of field, close-ups on threads and textures. Highlights technical precision and product integrity.
Ecommerce Redesign
Led a full redesign of the e-commerce store (in Shopify), improving layout, PDP structure, and navigation.
Applied new brand system to homepage, navigation, and About pages
Created modular templates for different apparel categories, optimised for both elite users (runners, triathletes) and casual eco-conscious buyers.
Built story-driven product pages, highlighting fabric tech (Econ, biodegradables), sustainability data, and athlete stories with high-res visuals.
Built conversion-driven components (e.g. benefit modules, CTA visuals)
Growth-Driven Visual Assets
To support growth, we also focused on scalable content and conversion design:
Social media templates optimized for carousel engagement, CTAs, and athlete spotlights
Directed the art direction for key product campaigns and homepage features. Athlete photography system to unify event visuals and on-site shoots
Retail kits for partners like Selfridges and HYROX (e.g. event booths, lookbooks)
Modular brand guideline system to help internal and external teams execute consistently
Delivered everything across multiple touchpoints: hero assets, banners, email, social posts, and print collateral (e.g. lookbooks, retail cards).
Worked closely with the founder to define new storytelling angles—like "Pressio Run Club" “Run Light. Run Fast.” and “Like a Pro.”
(02) Key Highlights
End-to-End Ownership
Delivered the full rebrand across digital, print, and retail touchpoints with consistent tone and technical precision. Extended system into offline, boosting partnership success
Conversion-Driven Redesign
Applied growth best practices to layout, navigation, and CTAs. Scalable Marketing Templates, including social content formats drove better engagement + reuse
New Brand Storytelling
Unified all assets under a clear “Sustainable Performance” logic, that connect sustainability with athlete performance.
Fast Delivery
Most core assets were produced in 8 weeks, from concept to handover, without compromising quality.
Retail & Partnership
Offline partnerships brought new, high-intent audiences and social momentum, with the unified brand system driving word-of-mouth and athlete visibility.
(03) Outcome & Impact
The visual consistency and modular content system improved both retention and interaction rates across paid and organic content.
🏃🏻♂️ Clearer Athlete Positioning – Brand now speaks directly to elite runners with stronger tone, while still appealing to lifestyle buyers.
🌱 Sustainability Front & Center – Product pages now communicate fabric origin, impact, and recyclability – building trust with eco-focused buyers.
🛒 Improved Conversion Performance & Store Clarity Navigation, layout, and visual consistency are now leaner, clearer, and conversion-focused. Add-to-cart/Conversion rate increased.
🧰 Scalable Asset System – The new brand kit has been reused in multiple seasonal launches and wholesale decks with zero rework.
Partnership Expansion
Partner
IG Growth
Sales
Impact
Activities
HYROX
+1,300 / 3
days
+38% GMV
On-site sales booth, athlete shoots,
limited edition
Selfridges
Q1 2024
+800 / week
New
channel
Retail display
T100
Feb 2024
+950 / event
+25% GMV
Athlete sponsorship, event
presence
Offline partnerships provided high-quality traffic sources and word-of-mouth promotion.
Instagram Performance
Followers
32%
↑
Engagement
+1.4%
↑
Saves
77%
↑
Based on internal tracking. Visual unification and
modular content approach significantly improved social engagement metrics.
E-commerce Conversion
Add-to-Cart Rate
4.5% → 7.1%
↑
Conversion Rate
1.8% → 2.6%
↑
Roughly estimated. New brand structure more
effectively drove online conversions.
(05) My Take
This project proved how a coherent visual system can directly drive brand clarity and business performance. It wasn’t about flashy rebranding—it was about building something robust, reusable, and aligned with growth.
Things I learned:
A strong design system can connect offline, ecommerce, and social storytelling
Simplified checkout visuals and clean benefit communication can boost conversion fast
A brand needs to be clear, not just cool – especially in performance and DTC
Design that drives growth.
From brand to checkout to booth—this transformation gave PRESSIO a system they can scale with confidence.
PRESSIO
Overview
Role
Lead Designer – Brand upgrade, visual system rebuild, ecommerce UX, campaign art direction, end-to-end delivery
Scope
Full brand transformation for PRESSIO – a UK-based premium sportswear company focused on sustainable, high-performance gear for elite runners and triathletes. I led all design touchpoints from visual identity to web, social, and print, working directly with the founder and marketing team.
Categories
Brand System
E-commerce
Website
Growth
Team
PERSSIO UK
Content
🔍 Research to Visual Mapping
🧭 UX Flow Snapshots
🎨 Design Previews
Summary
Challenge & Goals
PRESSIO had a strong product but a weak brand presence. Despite having top-level fabric technology and sustainable credentials, its identity and e-commerce design weren’t aligned with its performance DNA.
Key challenges:
Visual inconsistency – from logo to social to website, the brand lacked clarity and edge.
UX bottlenecks – store layout and PDPs made product discovery hard and failed to highlight key selling points like fabric benefits or athlete use cases.
Brand perception – for pro athletes, the brand looked too generic and didn’t feel “elite” or technical enough.
Missing system to support growth across new markets and partnerships
Goals:
Upgrade brand system to express “Sustainable Performance” with precision and clarity
Improve ecommerce UX for conversion and storytelling
Build consistent, scalable templates across web, social, and offline
Prepare the brand for growth partnerships and new retail channels
(01) My Approach
The previous design system
Strategy & Core Design System
Redefined the brand’s essence "Sustainable Performance" around six key traits:
Performance-Driven, Technical Excellence, Athlete-Focused, Premium Quality, Sustainable Innovation, User Community-Centred.
From this, I created a visual system built on:
Refined colour palette and type system for balance between technical and premium
Templates and layout rules that could scale across platforms (web, print, social)
Tone and imagery principles to reflect athlete mindset and environmental values
The system emphasised modularity – enabling fast reuse for marketing, retail, and seasonal drops.
Visualise the brand value
Sustainable Performance
Brand awareness
Conversion
Retention
How does brand system & value
works in e-commerce
Hover picture
Conversion
CTR
Like a Pro
Elite performance made wearable.
Conversion
Event campaigns
Art Direction – Visual System for Motion & Still
A cohesive visual language crafted for high-performance, sustainability-driven sportswear. The tone blends technical clarity with raw athletic energy, designed to elevate both product and athlete.
Nature: Light, natural tones with close and mid-range shots. Athletes are placed in open landscapes, emphasizing authenticity and balance.
Urban: Darker grey tones, harsh light, and high contrast. Mid-range compositions focus on athlete emotion and power.
Studio/Product: Monochrome detail shots, minimal backgrounds, high contrast. Emphasizes material quality, symmetry, and tension.
Textile Macro: Soft lighting, shallow depth of field, close-ups on threads and textures. Highlights technical precision and product integrity.
Ecommerce Redesign
Led a full redesign of the e-commerce store (in Shopify), improving layout, PDP structure, and navigation.
Applied new brand system to homepage, navigation, and About pages
Created modular templates for different apparel categories, optimised for both elite users (runners, triathletes) and casual eco-conscious buyers.
Built story-driven product pages, highlighting fabric tech (Econ, biodegradables), sustainability data, and athlete stories with high-res visuals.
Built conversion-driven components (e.g. benefit modules, CTA visuals)
Growth-Driven Visual Assets
To support growth, we also focused on scalable content and conversion design:
Social media templates optimized for carousel engagement, CTAs, and athlete spotlights
Directed the art direction for key product campaigns and homepage features. Athlete photography system to unify event visuals and on-site shoots
Retail kits for partners like Selfridges and HYROX (e.g. event booths, lookbooks)
Modular brand guideline system to help internal and external teams execute consistently
Delivered everything across multiple touchpoints: hero assets, banners, email, social posts, and print collateral (e.g. lookbooks, retail cards).
Worked closely with the founder to define new storytelling angles—like "Pressio Run Club" “Run Light. Run Fast.” and “Like a Pro.”
(02) Key Highlights
End-to-End Ownership
Delivered the full rebrand across digital, print, and retail touchpoints with consistent tone and technical precision. Extended system into offline, boosting partnership success
Conversion-Driven Redesign
Applied growth best practices to layout, navigation, and CTAs. Scalable Marketing Templates, including social content formats drove better engagement + reuse
New Brand Storytelling
Unified all assets under a clear “Sustainable Performance” logic, that connect sustainability with athlete performance.
Fast Delivery
Most core assets were produced in 8 weeks, from concept to handover, without compromising quality.
Retail & Partnership
Offline partnerships brought new, high-intent audiences and social momentum, with the unified brand system driving word-of-mouth and athlete visibility.
(03) Outcome & Impact
The visual consistency and modular content system improved both retention and interaction rates across paid and organic content.
🏃🏻♂️ Clearer Athlete Positioning – Brand now speaks directly to elite runners with stronger tone, while still appealing to lifestyle buyers.
🌱 Sustainability Front & Center – Product pages now communicate fabric origin, impact, and recyclability – building trust with eco-focused buyers.
🛒 Improved Conversion Performance & Store Clarity Navigation, layout, and visual consistency are now leaner, clearer, and conversion-focused. Add-to-cart/Conversion rate increased.
🧰 Scalable Asset System – The new brand kit has been reused in multiple seasonal launches and wholesale decks with zero rework.
Partnership Expansion
Partner
IG Growth
Sales
Impact
Activities
HYROX
+1,300 / 3
days
+38% GMV
On-site sales booth, athlete shoots,
limited edition
Selfridges
Q1 2024
+800 / week
New
channel
Retail display
T100
Feb 2024
+950 / event
+25% GMV
Athlete sponsorship, event
presence
Offline partnerships provided high-quality traffic sources and word-of-mouth promotion.
Instagram Performance
Followers
32%
↑
Engagement
+1.4%
↑
Saves
77%
↑
Based on internal tracking. Visual unification and
modular content approach significantly improved social engagement metrics.
E-commerce Conversion
Add-to-Cart Rate
4.5% → 7.1%
↑
Conversion Rate
1.8% → 2.6%
↑
Roughly estimated. New brand structure more
effectively drove online conversions.
(05) My Take
This project proved how a coherent visual system can directly drive brand clarity and business performance. It wasn’t about flashy rebranding—it was about building something robust, reusable, and aligned with growth.
Things I learned:
A strong design system can connect offline, ecommerce, and social storytelling
Simplified checkout visuals and clean benefit communication can boost conversion fast
A brand needs to be clear, not just cool – especially in performance and DTC
Design that drives growth.
From brand to checkout to booth—this transformation gave PRESSIO a system they can scale with confidence.
PRESSIO
Overview
Role
Lead Designer – Brand upgrade, visual system rebuild, ecommerce UX, campaign art direction, end-to-end delivery
Scope
Full brand transformation for PRESSIO – a UK-based premium sportswear company focused on sustainable, high-performance gear for elite runners and triathletes. I led all design touchpoints from visual identity to web, social, and print, working directly with the founder and marketing team.
Categories
Brand System
E-commerce
Website
Growth
Team
PERSSIO UK
Content
🔍 Research to Visual Mapping
🧭 UX Flow Snapshots
🎨 Design Previews
Summary
Challenge & Goals
PRESSIO had a strong product but a weak brand presence. Despite having top-level fabric technology and sustainable credentials, its identity and e-commerce design weren’t aligned with its performance DNA.
Key challenges:
Visual inconsistency – from logo to social to website, the brand lacked clarity and edge.
UX bottlenecks – store layout and PDPs made product discovery hard and failed to highlight key selling points like fabric benefits or athlete use cases.
Brand perception – for pro athletes, the brand looked too generic and didn’t feel “elite” or technical enough.
Missing system to support growth across new markets and partnerships
Goals:
Upgrade brand system to express “Sustainable Performance” with precision and clarity
Improve ecommerce UX for conversion and storytelling
Build consistent, scalable templates across web, social, and offline
Prepare the brand for growth partnerships and new retail channels
(01) My Approach
The previous design system
Strategy & Core Design System
Redefined the brand’s essence "Sustainable Performance" around six key traits:
Performance-Driven, Technical Excellence, Athlete-Focused, Premium Quality, Sustainable Innovation, User Community-Centred.
From this, I created a visual system built on:
Refined colour palette and type system for balance between technical and premium
Templates and layout rules that could scale across platforms (web, print, social)
Tone and imagery principles to reflect athlete mindset and environmental values
The system emphasised modularity – enabling fast reuse for marketing, retail, and seasonal drops.
Visualise the brand value
Sustainable Performance
Brand awareness
Conversion
Retention
How does brand system & value
works in e-commerce
Hover picture
Conversion
CTR
Like a Pro
Elite performance made wearable.
Conversion
Event campaigns
Art Direction – Visual System for Motion & Still
A cohesive visual language crafted for high-performance, sustainability-driven sportswear. The tone blends technical clarity with raw athletic energy, designed to elevate both product and athlete.
Nature: Light, natural tones with close and mid-range shots. Athletes are placed in open landscapes, emphasizing authenticity and balance.
Urban: Darker grey tones, harsh light, and high contrast. Mid-range compositions focus on athlete emotion and power.
Studio/Product: Monochrome detail shots, minimal backgrounds, high contrast. Emphasizes material quality, symmetry, and tension.
Textile Macro: Soft lighting, shallow depth of field, close-ups on threads and textures. Highlights technical precision and product integrity.
Ecommerce Redesign
Led a full redesign of the e-commerce store (in Shopify), improving layout, PDP structure, and navigation.
Applied new brand system to homepage, navigation, and About pages
Created modular templates for different apparel categories, optimised for both elite users (runners, triathletes) and casual eco-conscious buyers.
Built story-driven product pages, highlighting fabric tech (Econ, biodegradables), sustainability data, and athlete stories with high-res visuals.
Built conversion-driven components (e.g. benefit modules, CTA visuals)
Growth-Driven Visual Assets
To support growth, we also focused on scalable content and conversion design:
Social media templates optimized for carousel engagement, CTAs, and athlete spotlights
Directed the art direction for key product campaigns and homepage features. Athlete photography system to unify event visuals and on-site shoots
Retail kits for partners like Selfridges and HYROX (e.g. event booths, lookbooks)
Modular brand guideline system to help internal and external teams execute consistently
Delivered everything across multiple touchpoints: hero assets, banners, email, social posts, and print collateral (e.g. lookbooks, retail cards).
Worked closely with the founder to define new storytelling angles—like "Pressio Run Club" “Run Light. Run Fast.” and “Like a Pro.”
(02) Key Highlights
End-to-End Ownership
Delivered the full rebrand across digital, print, and retail touchpoints with consistent tone and technical precision. Extended system into offline, boosting partnership success
Conversion-Driven Redesign
Applied growth best practices to layout, navigation, and CTAs. Scalable Marketing Templates, including social content formats drove better engagement + reuse
New Brand Storytelling
Unified all assets under a clear “Sustainable Performance” logic, that connect sustainability with athlete performance.
Fast Delivery
Most core assets were produced in 8 weeks, from concept to handover, without compromising quality.
Retail & Partnership
Offline partnerships brought new, high-intent audiences and social momentum, with the unified brand system driving word-of-mouth and athlete visibility.
(03) Outcome & Impact
The visual consistency and modular content system improved both retention and interaction rates across paid and organic content.
🏃🏻♂️ Clearer Athlete Positioning – Brand now speaks directly to elite runners with stronger tone, while still appealing to lifestyle buyers.
🌱 Sustainability Front & Center – Product pages now communicate fabric origin, impact, and recyclability – building trust with eco-focused buyers.
🛒 Improved Conversion Performance & Store Clarity Navigation, layout, and visual consistency are now leaner, clearer, and conversion-focused. Add-to-cart/Conversion rate increased.
🧰 Scalable Asset System – The new brand kit has been reused in multiple seasonal launches and wholesale decks with zero rework.
Partnership Expansion
Partner
IG Growth
Sales
Impact
Activities
HYROX
+1,300 / 3
days
+38% GMV
On-site sales booth, athlete shoots,
limited edition
Selfridges
Q1 2024
+800 / week
New
channel
Retail display
T100
Feb 2024
+950 / event
+25% GMV
Athlete sponsorship, event
presence
Offline partnerships provided high-quality traffic sources and word-of-mouth promotion.
Instagram Performance
Followers
32%
↑
Engagement
+1.4%
↑
Saves
77%
↑
Based on internal tracking. Visual unification and
modular content approach significantly improved social engagement metrics.
E-commerce Conversion
Add-to-Cart Rate
4.5% → 7.1%
↑
Conversion Rate
1.8% → 2.6%
↑
Roughly estimated. New brand structure more
effectively drove online conversions.
(05) My Take
This project proved how a coherent visual system can directly drive brand clarity and business performance. It wasn’t about flashy rebranding—it was about building something robust, reusable, and aligned with growth.
Things I learned:
A strong design system can connect offline, ecommerce, and social storytelling
Simplified checkout visuals and clean benefit communication can boost conversion fast
A brand needs to be clear, not just cool – especially in performance and DTC
Design that drives growth.
From brand to checkout to booth—this transformation gave PRESSIO a system they can scale with confidence.
