The original website was quickly put together without much consideration. My goal was to create a simple, user-friendly site with a refreshed look that emphasized the brand’s rich history and family values. When McCaffrey Brands launched Protein Bites, I worked closely with the packaging designer to develop mockups and graphics for the Super Bowl weekend launch, completing everything within a week. To keep the brand consistent, I adapted the Protein Bites banner design for their mustards and sauces. Additionally, I illustrated a fun cartoon of Ed McCaffrey for his Colorado King Soopers tour, showing him in a shopping cart with McCaffrey Brand mustard and his Broncos jersey for instant recognition—an enjoyable project that highlighted my illustration skills.
The original logo featured a gremlin-like creature, which didn’t align with the brand’s identity. So, I redesigned it to incorporate the texture of a football jersey and created the tagline "Elevate Your Game," inspired by the Colorado mountains and the concept of a training camp—all encapsulated in one phrase. As for the website, it was… unique, to say the least. With broken and pixelated images, it felt outdated and in need of a major refresh. I revamped it with a fresh, modern look, ensuring it better showcased the camps and made it easier for users to register and make purchases directly on the site.
Ed's original website primarily served as a hub that directed users to his other sites, but much like the SportsEddy site, it wasn’t achieving the desired impact. Ed wanted a rebrand that featured a simpler logo, which I was able to create using a more modern font. One of my main goals was to ensure that Ed's impressive NFL career took center stage. To do this, I designed custom mockups of his past jerseys from each team he played for—the Giants, 49ers, and Broncos—highlighting his journey. I made sure each jersey accurately reflected the style of the era in which he played, bringing a personal touch to his career timeline.
