Gatorade

Celebrating one of America’s most iconic brands

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The Challenge

Create a mini-site celebrating Gatorade’s 50th anniversary, and educate users and the brands’ impressive history.

Research, Discovery + UI

My design sought to honor the brand customers love and defend, while enhancing it by introducing information, color and animation in an unexpected way.

The solution needed to appeal to Gatorades core user-base, which consists of:

  • Athletes (including weekend warriors and professionals)

  • Fierce loyalists

  • Evangelists that have come to know Gatorade as lifestyle brand

Layout

I chose a minimalist and clean layout to acknowledge in tribute to the Gatorade brand and it's users. Gatorade doesn't need to prove itself with extravagant imagery or typography - the brand speaks for itself.

The absence of excessive copy or imagery represents boldness and confidence - just like the Gatorade brand itself.

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The design needed to be transferrable to mobile devices. This experience is incredibly important to consider, given these compelling statistics. Ownership demographics include:

  • 77% of all Americans

  • 80% of men

  • 94% of 18-29 year olds

Logo

A custom logo was created using the widely-recognized “G” Lettermark, adjacent to the word “fifty” written in lowercase. The unassuming, yet bold logo matches the site’s design aesthetic.

Look and Feel

The copy - both within each section and among the call-to-action buttons - further exemplifies the boldness and confidence of the Gatorade brand.

The copy in the call-to-action buttons tells a cohesive and linear story.

Each call-to-action button features one of the four most popular Gatorade flavors - Orange, Glacier Freeze, Fruit Punch, and Lemon Lime. Upon hover – the experience is enhanced via splash of color and a background image. When users click the call-to-action, they are brought to an interactive panel intended to both inform and delight.

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The Takeaway

I grew up drinking Gatorade, and consider myself an evangelist of the brand. Naturally, this was a passion project from me. I took great care in building this design, and look forward to continuing its evolution.