The Levitate Foundry team approached me with a project for Dr. Smood in the spring of 2020. The brand had received structured guidelines from an outside agency but lacked critical components, such as UX/UI design and photography guidelines. The Dr. Smood team needed help putting their new brand guidelines into practice.
In collaboration with the Levitate team, I began creating low-fidelity wireframes that featured value propositions based on what the Levitate brand managers believed would be key selling points for the brand. The most important thing for the Dr. Smood team was to be as transparent as possible by highlighting their product's supply chain traceability, ingredients, and nutritional value. The food's gourmet quality was another important message that the team wanted to make clear throughout the site.