Weight-Away branding

My role:

At Healthspan I lead the Digital Design team, working with Creative Director responsible for the visual identity of the Healthspan e-commerce site and sub brands.

Weight-Away from was a portion-controlled meal plan to encourage weight loss. The website site launched to sell the product, educate customers about healthy eating and support and manage subscriptions.

My core responsibilities:

  • Designing and building html emails campaigns, banner animations and web promotions.
  • Redesign of mobile friendly site initial sketches, usability studies, prototyping.
  • Reduced workload by designing templated emails and behavioural triggered emails.


Weight Away - homepage designWeight Away- order process mapI designed and created wire-frames for each key page of the site in order to map the customer journeys and determine the key stages of the ordering process.  Working alongside the Creative Director, I produced visuals in Photoshop for each of the pages.


These formed part of a triggered email campaign. When a user signs up to the Weight-Away hampers they automatically receive a series of emails offering information about the product and provided support and advice . Emails were designed to reflect the packet design, company branding and make the food as inviting as possible.