As Art Director and lead creative partner, I worked closely with the Vortex Optics team to reimagine their digital experience with a focus on usability, performance, and conversion.

Through stakeholder interviews and brand workshops, we aligned on a clear vision: create a streamlined path to purchase that reflects the precision and quality of Vortex’s optics and gear.

The Direction: Vortex is a performance-driven brand trusted in the worlds of shooting sports and precision optics. Our design approach emphasized clarity and control — making it easy for users to navigate, compare, and invest in high-ticket gear with confidence. We elevated key products through immersive visuals, simplified filtering, and strategic storytelling, all built within a bold, action-oriented interface.

The Result: A sharp, focused experience that performs as well as the products it’s built to support.