Pit Viper
Scope — Creative Direction, UX/UI, Site Redesign
Designed at — BVA (acquired by Accenture Song)
Collaborator — Sierra Seifert
Date of Work — June 2022 - September 2023
Pit Viper is an eyewear brand known for its bold personality, irreverent humor, and performance-driven products built for adventure.
Through ongoing UX/UI design and eCommerce optimization, I helped evolve the brand's Shopify experience, balancing usability and conversion with the bold energy that defines Pit Viper.
Brand Experience Design
The experience was designed to capture Pit Viper's bold personality and nostalgic, internet-inspired aesthetic while maintaining a seamless eCommerce journey. Drawing inspiration from 90s operating systems and early web culture, the site embraced playful interactions, expressive visuals, and unconventional design moments that reinforced the brand's distinctive voice.
Beyond the visual expression, ongoing UX improvements focused on simplifying key customer journeys and optimizing conversion across the shopping experience.
Defining the Visual Language
To maintain a cohesive creative direction, we referenced the aesthetic of late 90s and early 2000s technology, gaming, advertising, and digital culture. This exploration helped identify recurring themes, textures, and motifs that supported Pit Viper’s visual brand world.
