Petoskey Plastics needed a complete digital refresh, as their main website and three sub-brand sites were outdated, inconsistent, and difficult to navigate. Each site had been built at different times, resulting in disorganized content, an unclear user experience, and a lack of cohesive branding. To support their full website rebuild, I was brought in to modernize the visual direction and unify the brand across all four sites.

• Visual direction and brand cohesion across four websites

• Digital graphics and iconography creation

• Imagery sourcing, editing, and optimization

• Page layout and template mockup design

• Asset handoff and collaboration with external development team

• Audited all four existing sites to identify visual inconsistencies, outdated elements, and UX issues

• Reviewed brand materials to establish a unified visual direction

• Created refreshed digital graphics, icon sets, and imagery aligned with the updated brand look

• Designed page mockup templates to guide layout, hierarchy, and overall structure

• Collaborated closely with the development team (IBT - International Business and Technology) to ensure accurate implementation of all visual assets

• Complete digital graphics library for four websites

• Updated brand-aligned imagery and edited photo assets

• Custom iconography and visual elements

• Page layout templates and wireframe-style mockups

• Developer-ready asset packages for seamless implementation

The redesigned websites launched with a cohesive visual identity that unified the parent brand and its sub-brands for the first time. The new graphics, imagery, and layout direction created a more modern, intuitive, and professional user experience. Content became easier to navigate, branding became instantly recognizable, and the sites now reflect the innovation and scale of the company. Overall, the refreshed digital ecosystem strengthened the brand’s online presence and delivered a more streamlined and engaging experience for customers.