South Beach Diet Website

With the rebrand of South Beach Diet from a massive book full of information to a simple weight loss program with meal delivery, we were challenged with simplifying a crazy amount of content into a multi-page website that would inform the customer about the new diet program, but also empower and inspire them to want to live happier and healthier.

Working closely with my design director, our copywriter and UX-manager we took a user-centered design approach and created pages that were clear, organized and dynamic. As the lead designer for the brand, I created a visual story that captured the vibe and playful energy of South Beach. It was important that the content was clear and easy to absorb, so I created layouts and typographic treatments that had a strong and energetic hierarchy. I wanted to maintain an obvious continuity between the various pages, but with each click, they grab your attention with something new and fun.