Solstice is a premium athletic apparel brand targeting active lifestyle consumers. The challenge was to design a full e-commerce experience that feels editorial and high-energy — not another generic sports shop — while keeping the shopping flow intuitive and conversion-focused.

I designed the complete visual identity and web UI from scratch, delivering Figma screens ready for developer handoff. This included:

Logo & brand identity — starburst wordmark, three-color system (black #121212, lime #A6FC32, white), and a type pairing of Transducer for headlines and Urbanist for body text that balances athletic boldness with clean readability

Page architecture — structured the full e-commerce flow: hero → category navigation → new collections → promotional banner → featured products → brand values → editorial blog section → footer

UI & component design — hero with full-bleed photography, mosaic category grid, product cards with status badges (New Arrival, Top Seller, Limited Edition), animated marquee ticker, promo banner, and a blog preview section "Fit Life Chronicles"

Visual direction — mixed black-and-white editorial photography with high-saturation color shots to create visual contrast across sections; lime reserved strictly for CTAs, badges, and interactive elements

Mobile screens — adapted the full layout for mobile with maintained hierarchy and touch-friendly components

The dark-mode base wasn't just an aesthetic choice — it amplifies the neon lime accents and gives product photography room to breathe, making the catalog feel curated rather than cluttered.

Deliverables ✦ Brand identity & style guide ✦ Desktop UI screens (full page) ✦ Mobile-responsive screens ✦ Figma file with organized components