Lenco Supplies
Modernizing a Legacy: Lenco Supplies’ Digital Transformation
Lead Visual Brand Designer
Website Redesign
Logo Redesign
Project Overview
Lenco Supplies is a B2B supplier of industrial and safety products. Their eCommerce platform was difficult to navigate, making product discovery and purchasing frustrating for users. Additionally, unclear freight delivery details led to confusion at checkout, causing abandoned carts.
I led the website redesign and visual rebrand, modernizing their identity while balancing their legacy with the needs of both B2B and B2C audiences.
The goal was to create a user-first shopping experience, improving site navigation, clarifying freight delivery, and building a scalable system that aligned with Lenco’s brand identity.
Project Specifications
✔ Improved eCommerce UX for seamless product discovery and checkout.
✔ Simplified freight delivery process for better transparency.
✔ Streamlined catalog navigation for effortless browsing.
✔ Built a scalable design system for consistency.
Logo Redesign
Brand Guidelines
Website Redesign
Figma
Adobe Illustrator
Loom
Notion
Lenco Supplies
Modernizing a Legacy: Lenco Supplies’ Digital Transformation
Lead Visual Brand Designer
Website Redesign
Logo Redesign
Project Overview
Lenco Supplies is a B2B supplier of industrial and safety products. Their eCommerce platform was difficult to navigate, making product discovery and purchasing frustrating for users. Additionally, unclear freight delivery details led to confusion at checkout, causing abandoned carts.
I led the website redesign and visual rebrand, modernizing their identity while balancing their legacy with the needs of both B2B and B2C audiences.
The goal was to create a user-first shopping experience, improving site navigation, clarifying freight delivery, and building a scalable system that aligned with Lenco’s brand identity.
Project Specifications
✔ Improved eCommerce UX for seamless product discovery and checkout.
✔ Simplified freight delivery process for better transparency.
✔ Streamlined catalog navigation for effortless browsing.
✔ Built a scalable design system for consistency.
Logo Redesign
Brand Guidelines
Website Redesign
Figma
Adobe Illustrator
Loom
Notion
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Challenges
Their existing logo and website lacked visual appeal and failed to communicate their expertise and dedication to quality.
Recognizing my limitations in logo design, I collaborated with illustrator John Lamb, who worked on the illustration, while I focused on the wordmark.
Crucial details, especially regarding freight deliveries, were buried in the website, causing user frustration.
Competing with major industry players required a bold identity to differentiate Lenco Supplies.
Solution
Delivered a cohesive visual identity featuring an earthy color palette, robust typography, and a woodcut-inspired logo that captured Lenco’s family values and craftsmanship.
Designed a modern e-commerce platform with streamlined navigation, improved product visibility, and transparent freight delivery options.
Designed intuitive filters and search tools to improve the user experience for both individual and business customers.
Developed a flexible framework to accommodate Lenco’s diverse audience and future growth.
Created a design system that unified Lenco’s branding across web and print materials.
The Process
Conducted stakeholder interviews and analyzed competitors to define key priorities for the rebrand. Collaborated with the brand therapist to ensure that the brand’s language and messaging were consistent throughout the visual rebrand.
Completed the rebranding phase before transitioning to the website redesign. Collaborated with the creative director, illustrator John Lamb, and the CEO to create a cohesive visual identity.
Developed wireframes to map user flows and organize content. Focused on making crucial details, such as freight delivery information, easily accessible while ensuring intuitive navigation.
Designed a user-friendly website with:
Created prototypes to validate usability and gather stakeholder feedback. Iterated on designs to align with business objectives and user needs.
Provided detailed handoff materials to developers, ensuring seamless implementation. Maintained communication to address any technical constraints while preserving the integrity of the design.
