Nord Lures

Nordlures needed a website that reflected the quality of their handcrafted fishing lures and positioned them as a serious performance brand.

I handled the entire website experience — from visual direction and color system to typography, layout structure, product pages, and animations. The main challenge was combining strong brand storytelling with clear e-commerce functionality. The site had to feel bold and distinctive while still making it easy to browse, understand products, and purchase.

I created a structured, high-contrast design system, simplified the product hierarchy, and built immersive sections that highlight materials, details, and performance. Every element was designed to support clarity, trust, and conversion.

The result is a confident, modern brand presence that feels premium without sacrificing usability.

‍