Airstream Life Website
In early 2022, I partnered with Sunfood Superfoods, a brand known for organic supplements. After an internal rebranding, the company needed a redesign of its B2C e-commerce site. Working closely with Sunfood's Marketing team, I created new site designs for their 2023 relaunch.
Challenge
Airstream Life, a niche publication dedicated to the RV lifestyle, was operating on a legacy website that felt disjointed from the adventurous spirit of its audience. The previous design suffered from a fragmented layout with dark backgrounds that detracted from the imagery. Calls to action (CTAs) were often lost in low-contrast sections, and the subscription options were buried in a dense mid-page section that lacked clear differentiation, making the path to purchase friction-heavy.
Solution
My strategy for the redesign focused on modernizing the aesthetic while significantly improving conversion paths:
Elevated visual hierarchy & typography: I implemented a clean, white-space-dominant layout. This design allows the high-quality photography — central to the Airstream lifestyle — to shine. Typography was updated to be crisp and legible, improving readability across all devices.
Optimized subscription funnel: The most critical business goal — driving subscriptions — was addressed by lifting the subscription options "above the fold" in a unified, three-column pricing card layout. Each option is now clearly defined with distinct benefits and high-contrast CTAs.
Content consolidation & storytelling: The homepage structure was reorganized to tell a cohesive story. The new layout features an immersive hero section followed immediately by clear value propositions. A "free preview" was integrated directly onto the page, allowing users to experience the product instantly.
Refined navigation & footer: The navigation was simplified to prioritize key actions with a standout button style. The footer was reorganized into a clean, brand-aligned block that reinforces trust and provides easy access to secondary links without cluttering the main visual field.
Results
The redesigned Airstream Life website delivers a polished, editorial experience that mirrors the quality of the print magazine. By shifting to a lighter, image-forward interface and streamlining the subscription hierarchy, the site now offers a frictionless user journey. The result is a digital presence that not only captures the romance of the open road but also functions as a highly effective conversion engine for the publisher.
