Bulk™ is a global sports nutrition brand supplying supplements directly to consumers, with the ambition of becoming the world’s number one nutrition company. During the transition from Bulk Powders to Bulk™, I played a key role in supporting the rebrand across digital touchpoints — helping evolve the visual language, design system, and customer experience across both the website and email marketing.
My focus was on ensuring the new brand identity translated clearly and consistently into the digital experience, while maintaining Bulk’s core values: transparency, education, and empowering customers to make informed decisions that fit their goals.
Working closely with the digital and creative teams, I helped transition core design system elements — from typography and layout to imagery and UI components — ensuring cohesion across eCommerce and CRM channels. A key part of my role was developing a component-based email design system, streamlining production while maintaining a consistent, customer-centred experience at scale.
Alongside email, I contributed to ongoing UX improvements across the site, supporting Bulk’s wider goal of building a global community around world-class nutrition. This meant balancing brand storytelling, usability, and performance to positively influence key commercial metrics.
One of the key initiatives I worked on was the launch of Bulk’s new Health Collection — a lifestyle-focused range designed to support all-day performance. The challenge was to visually differentiate this range from existing products, introducing a more premium, lifestyle-led aesthetic while staying true to Bulk’s evidence-based positioning and sustainability commitments.
Through visual research and exploration, I identified an opportunity to humanise the product through hand-model photography, creating familiarity and trust between the customer and the product. Once aligned with the creative team, this direction was brought to life through photography, followed by detailed wireframing across desktop and mobile. I then designed the high-fidelity product launch landing page and handed it over to development for implementation on the live site.
The Health Collection launched successfully, driving both new customer acquisition and increased revenue for Bulk™. From month one to month two, the range achieved a 24.1% increase in sales, with products receiving an average customer rating of 4.3 stars.
This project reinforced the value of combining scalable design systems with thoughtful UX and strong visual storytelling — enabling Bulk™ to launch new ranges efficiently while maintaining brand consistency and customer trust.
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