ABOUT PROJECT

VIA is a premium tennis lifestyle brand that brings high-performance sportswear together with contemporary fashion. The goal was to design an engaging e-commerce experience that expresses the brand’s energetic identity while helping players and enthusiasts discover and shop apparel, equipment, and accessories with ease.

ABOUT PROJECT

VIA is a premium tennis lifestyle brand that brings high-performance sportswear together with contemporary fashion. The goal was to design an engaging e-commerce experience that expresses the brand’s energetic identity while helping players and enthusiasts discover and shop apparel, equipment, and accessories with ease.

ABOUT PROJECT

VIA is a premium tennis lifestyle brand that brings high-performance sportswear together with contemporary fashion. The goal was to design an engaging e-commerce experience that expresses the brand’s energetic identity while helping players and enthusiasts discover and shop apparel, equipment, and accessories with ease.

Challenges & Solutions

Problem

The sportswear market is crowded with brands using similar products, visual styles, and messaging. The challenge was to position VIA as a distinctive tennis lifestyle brand that balances athletic performance with contemporary fashion, while creating a clear and intuitive shopping experience across desktop and mobile.

Solution

I developed a bold visual identity and e-commerce experience built around energetic imagery, a high-contrast black-and-neon-green palette, and dynamic editorial layouts. Clear navigation, structured product pages, and responsive layouts simplify product discovery and shopping, while a consistent visual system gives VIA a recognizable presence across web, mobile, social media, and packaging.

Challenges & Solutions

Problem

The sportswear market is crowded with brands using similar products, visual styles, and messaging. The challenge was to position VIA as a distinctive tennis lifestyle brand that balances athletic performance with contemporary fashion, while creating a clear and intuitive shopping experience across desktop and mobile.

Solution

I developed a bold visual identity and e-commerce experience built around energetic imagery, a high-contrast black-and-neon-green palette, and dynamic editorial layouts. Clear navigation, structured product pages, and responsive layouts simplify product discovery and shopping, while a consistent visual system gives VIA a recognizable presence across web, mobile, social media, and packaging.

Challenges & Solutions

Problem

The sportswear market is crowded with brands using similar products, visual styles, and messaging. The challenge was to position VIA as a distinctive tennis lifestyle brand that balances athletic performance with contemporary fashion, while creating a clear and intuitive shopping experience across desktop and mobile.

Solution

I developed a bold visual identity and e-commerce experience built around energetic imagery, a high-contrast black-and-neon-green palette, and dynamic editorial layouts. Clear navigation, structured product pages, and responsive layouts simplify product discovery and shopping, while a consistent visual system gives VIA a recognizable presence across web, mobile, social media, and packaging.

Process

Sitemap

Design

The VIA website is structured around how tennis players and style-conscious shoppers discover and purchase sportswear. Each section guides users naturally from brand storytelling and featured collections to product exploration and purchase. Clear categories, intuitive navigation, filters, and direct calls to action reduce friction and create a seamless journey from inspiration to checkout across desktop and mobile.

Sitemap

Design

The VIA website is structured around how tennis players and style-conscious shoppers discover and purchase sportswear. Each section guides users naturally from brand storytelling and featured collections to product exploration and purchase. Clear categories, intuitive navigation, filters, and direct calls to action reduce friction and create a seamless journey from inspiration to checkout across desktop and mobile.

Sitemap

Design

The VIA website is structured around how tennis players and style-conscious shoppers discover and purchase sportswear. Each section guides users naturally from brand storytelling and featured collections to product exploration and purchase. Clear categories, intuitive navigation, filters, and direct calls to action reduce friction and create a seamless journey from inspiration to checkout across desktop and mobile.

Low-Fidelity

Wireframes

These low-fidelity wireframes were created to test the structure and flow of the VIA shopping experience before introducing the final visual design. I focused on clear navigation, intuitive product categories, prominent calls to action, and a logical journey from brand discovery to product selection. This early framework helped reduce friction and establish a consistent experience across desktop and mobile.

Low-Fidelity

Wireframes

These low-fidelity wireframes were created to test the structure and flow of the VIA shopping experience before introducing the final visual design. I focused on clear navigation, intuitive product categories, prominent calls to action, and a logical journey from brand discovery to product selection. This early framework helped reduce friction and establish a consistent experience across desktop and mobile.

Low-Fidelity

Wireframes

These low-fidelity wireframes were created to test the structure and flow of the VIA shopping experience before introducing the final visual design. I focused on clear navigation, intuitive product categories, prominent calls to action, and a logical journey from brand discovery to product selection. This early framework helped reduce friction and establish a consistent experience across desktop and mobile.

Logo

Design

Logo

Design

Logo

Design

Web

Design

The VIA website translates the energy of tennis into a bold, editorial e-commerce experience. Dynamic photography, high-contrast typography, and neon-green accents create a distinctive visual language that balances athletic performance with contemporary style. Clear categories, consistent product cards, and prominent calls to action support effortless product discovery, while testimonials and VIA Club benefits reinforce trust and encourage deeper engagement with the brand.

Web

Design

The VIA website translates the energy of tennis into a bold, editorial e-commerce experience. Dynamic photography, high-contrast typography, and neon-green accents create a distinctive visual language that balances athletic performance with contemporary style. Clear categories, consistent product cards, and prominent calls to action support effortless product discovery, while testimonials and VIA Club benefits reinforce trust and encourage deeper engagement with the brand.

Web

Design

The VIA website translates the energy of tennis into a bold, editorial e-commerce experience. Dynamic photography, high-contrast typography, and neon-green accents create a distinctive visual language that balances athletic performance with contemporary style. Clear categories, consistent product cards, and prominent calls to action support effortless product discovery, while testimonials and VIA Club benefits reinforce trust and encourage deeper engagement with the brand.

Mobile

App

The VIA mobile app extends the brand’s e-commerce experience into a focused, touch-first platform designed for product discovery, collection browsing, and quick purchasing. Full-width campaign imagery, large interactive elements, and a streamlined single-column layout preserve VIA’s bold visual identity on mobile. Simplified navigation and clearly structured product cards help users compare items, select options, and move smoothly from discovery to checkout.

Mobile

App

The VIA mobile app extends the brand’s e-commerce experience into a focused, touch-first platform designed for product discovery, collection browsing, and quick purchasing. Full-width campaign imagery, large interactive elements, and a streamlined single-column layout preserve VIA’s bold visual identity on mobile. Simplified navigation and clearly structured product cards help users compare items, select options, and move smoothly from discovery to checkout.

Mobile

App

The VIA mobile app extends the brand’s e-commerce experience into a focused, touch-first platform designed for product discovery, collection browsing, and quick purchasing. Full-width campaign imagery, large interactive elements, and a streamlined single-column layout preserve VIA’s bold visual identity on mobile. Simplified navigation and clearly structured product cards help users compare items, select options, and move smoothly from discovery to checkout.