Sylvania
Building a scalable digital platform for a new product category
Sylvania’s launch of a new off-road lighting line required more than a traditional ecommerce experience. The brand needed a digital platform that could educate customers, support product discovery, and translate a newly developed visual identity into a cohesive online experience.
I led creative direction and hands-on design for the initiative, helping shape the experience strategy, design system, and ecommerce framework that support the brand’s entry into a highly specialized enthusiast category.
Challenge
Off-road lighting is a technical purchase category where customers often need to compare beam patterns, understand fitment requirements, evaluate performance characteristics, and validate purchasing decisions through real-world examples.
At the same time, Sylvania was introducing a new visual identity developed by an external branding partner. The digital experience needed to faithfully extend the new brand while supporting education, merchandising, and future product growth.
Strategy
The experience was built around how off‑road enthusiasts shop: comparing beam patterns, understanding fitment, and validating performance through real‑world use. We combined technical product information, educational content, and video demonstrations with aspirational imagery that reflected the culture of off-road adventure.
The resulting experience balanced product education with emotional storytelling, allowing customers to understand both the functional and lifestyle benefits of the product line.
Impact
The project established the digital foundation for Sylvania's new off-road lighting category, creating a scalable ecommerce and content platform capable of supporting future product launches, educational initiatives, and merchandising programs.
The success of the engagement led to continued client investment and additional work ahead of launch.
Role
Creative lead and hands-on designer responsible for experience strategy, UX direction, design-system development, stakeholder alignment, and cross-functional collaboration.
Homepage and Product Detail Page
Mobile templates
Article and UGC modules
Product grid
Building a scalable system
We developed a modular, tokenized design system that featured reusable digital patterns. The system included typography, color, iconography, product merchandising components, content modules, article templates, and education patterns.
Design system detail
Annotation example
Wireframe example