As part of a longer-term project, I contributed to refreshing the allplants website - which hadn’t seen a visual update in several years. I was keen to help move the creative forward, so I took the initiative to explore how we could evolve the homepage design by weaving in more of the brand’s personality and enhancing emotional engagement. Drawing inspiration from the boldness of our Jam n’ Vegan campaign and the seamless user experience of brands like Frive, I reworked the layout and messaging hierarchy to better support our main goal: conversion. I created wireframes and high-fidelity mockups in Figma, which were then shared with the dev team to guide the site’s rebuild.