Yonex

Yonex’s digital experience needed to reflect the quality and credibility of its products while serving athletes, consumers, and retailers. The challenge was modernizing the ecommerce experience without losing the heritage and trust that made the brand recognizable.

We approached the redesign as a connection between brand storytelling and product discovery. The experience needed to communicate Yonex’s sporting heritage while helping customers explore its products. That meant bringing visual design, content hierarchy, and shopping needs into one consistent direction.

I led creative direction for the Shopify redesign, shaping the user experience, visual design, product storytelling, and content hierarchy. The work extended across homepage, collection, and product-page experiences, with desktop and mobile presentations carrying a consistent design language.

The redesign brought Yonex’s brand storytelling and ecommerce experience into a more consistent presentation across devices. The work shown demonstrates the delivered design direction, from collection discovery to product detail.