Russell Athletic
Brandsite refresh & platform migration
Russell Athletic needed a digital refresh and we delivered by elevating their brand guide into a full design system. We redesigned the site from the ground up in Figma, then built it out using CommerceTools front end and utilizing reusable ReactJS components for speed, flexibility and scale. Collaboration across teams kept the process sharp, while a focus on usability ensured every interaction feels seamless. The result is a bold, modern site that captures the brand’s legacy while setting it up for the future.
Russell Athletic was in dire need of a digital presence that worked harder for the brand, and we were ready to make it happen.
Their old site wasn’t doing enough to keep visitors engaged, often leading to high page abandonment and missed opportunities to connect. The experience felt dated and it didn’t reflect the energy or heritage of the brand.
Our redesign brought a fresh look and a more thoughtful structure, with accessibility and usability at the forefront. Every element of the new design system was crafted to be both flexible and consistent, giving Russell a platform that could evolve alongside the brand. Clearer storytelling and stronger visuals put the spotlight back where it belongs, on Russell's legacy and quality products.
The new system not only promotes Russell’s story but also creates a smoother path for fans to discover products and connect with retail partners. By reducing friction and elevating the brand experience, the site now supports engagement, strengthens trust and drives sales where it matters most.
We redesigned Russell Athletic from the ground up. Making user experience the core playbook.
Russell Athletic's old site technically worked on mobile, but visually it missed the mark. Buttons were too small, text felt cramped and layouts didn’t translate well to smaller screens. Product images often appeared stretched or distorted, undermining trust in the shopping experience. These design missteps created a first impression that felt anything but premium.
Through close collaboration, thoughtful design and a modern build process, we transformed Russell’s digital presence into a platform that is consistent, accessible and ready for the future.
We started in Figma, shaping concepts into something everyone could rally around. The process was highly collaborative, with feedback and refinements happening at every stage. After multiple rounds of iteration, the team aligned on a design system that felt sharp, flexible and consistent across devices.
On the build side, we paired that design foundation with a modern headless architecture powered by CommerceTools. I worked closely with engineers to translate the system into reusable ReactJS components, ensuring the site was both scalable and easy to maintain. Accessibility was baked in from the beginning, so every user could navigate and engage without barriers.
The outcome is a digital experience that feels fresh and reliable. It highlights Russell’s brand with a cleaner design language, faster performance and a structure built for the future. By uniting design, engineering and accessibility, the site now delivers a stronger connection between the brand and its audience.
- React
- Layout Design
- CommerceTools
- Prototyping
- DevOps
- Photoshop
- Multi Team Collaboration
- Design Systems
- Accessibility Standards
- Illustrator
- Figma
- Frontastic
- CSS
- HTML
- JavaScript
- User Interface Design