Versa Gripps is a family-owned business in Sorrento, Maine that produces scientifically advanced weightlifting straps. The project with Versa Gripps began with the need for an expansion and refinement of their visual branding. A standardized logo system was developed along with a newly designed color palette, typography set and brand pattern. Following the branding refresh, we designed an e-commerce site that would elevate the Versa Gripps shopping experience online. We designed a mobile-first experience that better organized product information while implementing their refreshed brand seamlessly. The new site resulted in a more modern and immersive customer experience that better matches the values and quality of the Versa Gripps brand and products.