Fuel Merchandise Group needed a digital home that could capture their full potential—a platform that reflected both their creative capabilities and the scale of their branded merchandise services. With no existing site in place, I led the design of their first-ever web presence from the ground up, defining strategy, structure, and style to support both marketing and long-term e-commerce goals.

Starting with stakeholder interviews and competitive research, I mapped out content priorities and user flows tailored to corporate buyers and merch decision-makers. I created a modular page system with flexible components, allowing FMG to showcase product offerings, tell brand stories, and guide users through the custom merch process. The visual language blended approachability with professionalism, using intentional whitespace, bold type, and lifestyle photography to elevate perception.

The finished product was a responsive, scalable site that laid a strong foundation for FMG’s future. It gave them a unified voice, positioned them as a modern merch partner—not just a vendor—and created space for deeper engagement with clients. The build empowered their team to market with clarity, attract higher-value leads, and confidently grow their digital presence over time.