Context
Synergy CHC is the parent company behind a portfolio of consumer brands, including Flat Tummy Co and Focus Factor. The parent site sits in front of that portfolio - it's less a shopfront and more a wrapper for the brand family. This is a concept redesign exploring what that wrapper should look like. Not shipped.
Brief
Explore a clearer structure for a multi-brand parent site. Two questions ran under the whole thing: how does a visitor understand the relationship between the parent and its brands, and once they land on a brand page, how do they get where they're actually going?
Work
Homepage as a wayfinder
Treated the homepage as a wayfinder rather than a brochure. The role of a parent site is to route visitors - press, investors, wholesale, curious consumers - to the right destination quickly. That put brand entry points, story, and contact routes higher up the page than the usual corporate hero.
Brand pages - connected but distinct
Each brand needed to feel like itself, not a clone of the parent template. The concept kept a shared frame - nav, footer, meta - but let each brand carry its own visual voice inside. The result is a set of brand pages that read as siblings rather than cut-outs.
About page rewritten as a portfolio
Repositioned the About page as a portfolio of the brands themselves, not a company history. The brand family is the interesting story; the corporate structure isn't. Layout supports scanning the brands first, reading the parent's story second.
IA and navigation
Reworked the top-level information architecture to name the two real routes through the site - into the brand portfolio, or into parent-level content (about, contact, press). Made those routes visible in the nav rather than buried under generic labels.
Tools
- Figma
- Adobe Creative Suite