We approached the visual art direction by establishing a bold and cohesive earth-tone color palette that directly tied into the natural themes espoused by the brand’s adherents. The original site’s expansive content was compiled, and its infrastructure was streamlined to provide better access to product and lifestyle information while increasing searchability both onsite and online. Subscription capabilities were improved upon and expanded, providing a basis for greater recurring revenue opportunities. Additional functionality granted to forms allowed for better audience segmentation. Finally, Storm Brain assisted in creating timely and attractive landing pages to coincide with celebrity-backed site launch activities and campaigns.