ROLE: Lead UX Designer

BRIEF: Translate the recently refreshed brand identity for Lotrimin, a Bayer Consumer Health product, into the brand’s web experience by modernizing informational pages across the site.

APPROACH: The project focused on closing the visual gap between the site’s legacy design and the newly updated brand packaging. Rather than redesigning the entire site at once, we prioritized high-traffic informational pages such as athlete’s foot, jock itch, and ringworm content to incrementally introduce the refreshed visual language while improving usability. We looked to the product packaging as a foundational reference point for page design.

Using the packaging’s color palette, graphic hierarchy, and bold visual cues, the goal was to ensure that the digital experience felt recognizable and consistent with the updated brand identity. The resulting page framework introduced a clearer visual hierarchy, modernized content modules, and a flexible layout system that could support future content updates while aligning with the evolving brand system.