Adrenaline research labsGoal: launch a new exploding target product & break into a category long dominated by legacy brands like Tannerite & Sonic Boom.
Adrenaline Research Labs came to us as a blank slate—with no name, identity, or strategy in place. The challenge was to build a bold, high-energy brand from the ground up that would resonate with adrenaline junkies while carving out a distinct place in the market.
As the UI designer on the website, my focus was translating that personality into a digital experience that felt as bold and adrenaline-fueled as the product itself. Working alongside a talented team, I used purposeful motion, immersive storytelling, and interactive moments to build anticipation throughout the user journey while keeping the path to purchase intuitive and seamless.
Designing a website for an exploding target company meant creating an experience that was the digital equivalent to, well, an exploding target. With the collaboration of a talented team, I leaned into bold interactions and dynamic motion to build anticipation throughout the site, making every scroll feel a little more explosive.
Beyond the website, I developed a complete email system for ARL—from automated flows to campaign templates and supporting assets—ensuring the brand's high-energy voice carried consistently throughout the customer journey.
