Overview

Coast & Float is a handcrafted beverage brand rooted in Michigan’s outdoor culture and known for its fresh-pressed, ginger-forward sparkling drinks. I was brought on during the summer to provide a website redesign strategy that would make the site more concise, consumer-friendly, and easier to navigate, while strengthening the brand story.

 

The redesign also aimed to support long-term growth by improving the website’s structure, readability, and user engagement pathways.

 

Problem

The existing website lacked clarity, hierarchy, and a compelling brand narrative. Key challenges included:
• Disorganized page structure and unclear product messaging
• Limited emphasis on health benefits and Michigan sourcing
• Visual inconsistencies that weakened brand trust
• No optimization for mobile viewing or future e-commerce
• Insufficient business pathways for wholesale partnerships or retailer interest

 

These issues limited the company’s ability to attract consumers, communicate authenticity, and expand into new markets.

 

My Role

I contributed to:
• Conducting a site audit and identifying UX/usability issues
• Defining redesign goals aligned with brand identity and business strategy
• Creating proposed content structure, wireframes, and layout recommendations
• Developing visual direction, tone, and interaction concepts
• Rewriting content to improve clarity and narrative flow
• Proposing features to drive engagement, retail expansion, and long-term growth

 

Key Insights

Drawing from the brand materials and stakeholder objectives, several insights guided the redesign:
• Users respond best to strong visual storytelling grounded in place and authenticity
• Ingredient transparency and health benefits need a clear, digestible format
• A mobile-first layout is essential for users visiting from markets and events
• Clear navigation and simplified text dramatically improve comprehension
• A future-proof site must support e-commerce, newsletter growth, and partnerships

 

These insights were used to shape both structure and content.

 

Solution

I developed a streamlined website redesign strategy that focused on clarity, storytelling, and conversion potential.

 

Core Components
• A reorganized site map emphasizing Home, About, Drinks, Ginger Benefits, FAQ, Find Us, and Contact
• Highlighting product facts using clean design blocks, short descriptions, and ingredient transparency
• A refreshed visual style using bright, fresh imagery inspired by Michigan landscapes and whole fruit
• Clear brand storytelling that explains the founders’ origin, purpose, and ginger-forward identity
• A “Find Us” store locator to drive foot traffic and support future retail partnerships
• Optional interactive elements (e.g., explaining natural sediment) to enhance personality
• A technical foundation that supports future online sales and wholesale inquiries

 

The result was a design framework that communicates Coast & Float’s value in a modern, compelling, and easy-to-scan format.

 

Impact

The redesign strategy provided the business with:
• A clear and cohesive brand narrative
• Stronger visual hierarchy and page flow
• A more intuitive, mobile-friendly user experience
• A structure built for retail partnerships and potential e-commerce
• Content that better reflects the brand’s authenticity and product quality

 

These recommendations gave the company a scalable, future-ready digital foundation.

 

Next Steps

Recommended next steps for the business included:
• Developing high-fidelity prototypes and implementing the new visual system
• Running usability tests on key pages before launch
• Integrating e-commerce and wholesale inquiry features when ready
• Launching a newsletter and community engagement strategy
• Monitoring analytics to measure engagement improvements

 

Documentation

• Website Audit & Redesign Report
• Project Proposal & Redesign Rationale
• Wireframe and Layout Recommendations
• Visual Direction Strategy