Sorinex Rebrand
Company
Sorinex Exercise Equipment
Timeframe
2012-2014
Role
Design, Strategy
Overview
Sorinex was a leader in the Strength Equipment industry since the 1980’s when founder Richard Sorin began building the first squat racks in his garage for Collegiate sports teams. Fast Forward 30 years where numerous competitors had introduced to the market. I helped modernize the Sorinex brand and web presence while still retaining the heart and soul of the Sorinex culture.
Problem
Website lacked ability to customize products to the degree possible, caused more phone calls and missed opportunities for sale online.
Brand identify varied across applications and lacked consistent usage that build mistrust.
Website UI felt extremely dated
Website inventories frequently had products for sale that were out of stock in inventory system, requiring manual management of website inventories.
Customers had difficult time finding products with current website navigation structure
Identity Rebrand
Old Logo
New Logo
Website Redesign
Old Site
New Site
Events
Branded SummerStrong annual conference and Tradeshow booth design
Catalog and Mailers
Apparel
Products & Logos
Product and Technical Logos
Web Banners
Outcomes/Success
Rebranded company identity
Reorganized website Information Architecture and Navigation to make finding products more intuitive and easier utilizing site analytics
Redesigned entire web presence for more modern feel that also allowed customers to customize products and see pricing without having to call, meaning better sales conversions
Implemented SAP integration with website to reduce manual labor to update inventory on site and physically run web orders with human each morning
35%
Increase in eCommerce web sales
122%
Increase in Facebook Page ‘Likes’
Skills Utilized
Branding/Identity Development
Creative Direction
UI/UX Design
Product Photography
Action Photography
Product Video Filming/Editing
Action Video Filming/Editing
Tradeshow/Exhibition Design
Apparel Design
Print Design