Crest Athletics
Client
Crest Athletics
Project type
UI/UX Design
Timeline
Apr – Jun 2025
Abour project
Crest Athletics is a New York-based premium athletic performance brand focused on high-intensity training gear and apparel for serious athletes. After two years of rapid growth, their digital presence had fallen significantly behind their product quality and brand ambition. They came to Glyph Co. for a complete UI/UX overhaul and web redesign, covering everything from user research and journey mapping through to a fully designed and developed Framer website that could handle both brand storytelling and direct product sales.
The challenge
Crest had an existing website that was functional but deeply uninspiring, built quickly in the early days of the brand without real design consideration. The user experience was fragmented, the visual language was inconsistent, and the site was failing to convert the significant traffic Crest was driving through their social channels. The challenge was to redesign the entire experience from first principles without disrupting the brand recognition Crest had already started to build with their audience.
The approach
We started with a thorough UX audit of the existing site, identifying the key drop-off points and friction areas in the user journey. From there we ran a series of user research sessions with Crest's core customer base to understand how they actually wanted to interact with the brand online. The redesign prioritised three things above all else: speed, clarity and energy. The interface was built to feel as performance-driven as the product itself, with bold typography, high-contrast layouts and micro-interactions that rewarded engagement without slowing anything down.
The outcome
The redesigned Crest Athletics website launched in mid-2025 and delivered immediate measurable results. Conversion rate increased by 48% in the first 60 days, average session duration grew by over a third, and the site achieved a perfect Lighthouse performance score on launch day. Crest reported that customer feedback on the new site was overwhelmingly positive, with users consistently praising how easy and enjoyable the experience felt compared to what they had before.
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