Stream2Sea, a leader in reef-safe and environmentally responsible skincare, partnered with Campfire Collective to redesign its digital presence. The goal: create a website that embodied the brand’s deep commitment to sustainability while offering a seamless, conversion-focused shopping experience.
As the lead designer on the project, I was responsible for UX research, UI design, and visual branding for the site, as well as extending those visual elements across their print and trade show materials.
Problem
While Stream2Sea had a loyal following and a unique product offering, its existing website no longer reflected the professionalism, clarity, or eco-values the brand stood for. Key issues included:
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Outdated Design: The previous site lacked polish, cohesion, and visual appeal, limiting customer trust and brand impact.
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Fragmented UX: Navigation was confusing, product discovery was cumbersome, and the purchase flow lacked optimization.
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Inconsistent Brand Messaging: The visual tone didn’t adequately represent Stream2Sea’s environmentally driven mission or product quality.
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Limited Mobile Optimization: As mobile traffic grew, the need for a fully responsive, accessible design became urgent.
Solution
We approached the redesign through a strategic, user-centered lens, ensuring that every design decision supported both usability and brand storytelling.
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Brand-Aligned Visual Design: I created a visual identity that drew inspiration from nature, using a clean palette of oceanic blues and natural greens. Imagery focused on underwater ecosystems, sustainable packaging, and real-world product use.
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UX + Information Architecture: We restructured the site to streamline navigation, clarify product categories, and guide users through the shopping journey with ease.
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Responsive & Accessible Design: The site was designed mobile-first and tested for accessibility. Key features included alt text for images, high contrast for readability, and semantic structure for screen readers.
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E-Commerce Optimization: Calls-to-action were clarified, the checkout process was simplified, and product pages were enhanced with informative visuals, icons, and trust signals.
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Cross-Channel Consistency: I extended the new design language to support Stream2Sea’s physical presence at trade shows, including booth designs, banners, and printed marketing materials.
Impact
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Stronger Brand Alignment: The refreshed site visually communicated Stream2Sea’s environmental mission and product value with clarity and professionalism.
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Improved Usability: Site navigation and product discovery were dramatically improved, making it easier for customers to explore and purchase.
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Higher Engagement: The new design led to increased time on site, lower bounce rates, and positive feedback from both new and returning users.
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Omnichannel Consistency: With trade show materials now aligned with the digital brand, Stream2Sea presented a unified, credible presence across every touchpoint.
