Wiley X

An iconic American brand specializing in premium, military-grade protective eyewear and sunglasses. Founded in 1987 by a U.S. Army veteran and headquartered in Frisco, Texas, Wiley X is trusted across military, law enforcement, and outdoor communities.

01. Wiley X — Omnichannel Brand & eCommerce Design System
Premium Protective Eyewear Brand | Campaign, Product Marketing, eCommerce & Retail

Overview
Wiley X operates in a high-consideration eCommerce environment where premium protective eyewear demands technical product education, trust, and a frictionless path to purchase.
During my tenure (May 2024 – Jan 2026), I translated complex product information into scalable visual systems across campaigns, eCommerce, retail, product marketing, and social.
My role focused on translating complex product information into scalable visual systems that improved clarity, consistency, and conversion readiness across channels.

02. The challenge
Baseline conversion rates (~1–1.5%) were constrained by product complexity and user friction. Premium pricing, technical specifications, and the need for trust required clearer product communication and stronger visual hierarchy. The opportunity was to turn information-heavy product experiences into more intuitive, decision-guided journeys.


Conversion Hypothesis
If we reduce decision friction by restructuring complex product information into a guided visual system, we can improve engagement and create a more conversion-ready eCommerce experience.


03. System Solution
What I Designed
Modular eCommerce Design System
Built reusable layout frameworks across landing pages, PDP enhancements, and campaign variations. Standardized hero structure, benefit hierarchy, comparison modules, and trust elements to enable faster production and consistent UX.
Product Storytelling Hierarchy
Reframed how technical eyewear is communicated by prioritizing outcome-driven benefits, supported by visual proof and technical validation: reduced cognitive load and improved scan-to-understand behavior.
Landing Page System
Designed landing pages as a repeatable system rather than one-off executions. Each page followed a structured flow: value proposition, product relevance, benefit stack, trust reinforcement, and conversion.
PDP Optimization
Improved product detail pages by elevating benefits over specs, introducing comparison logic, and reinforcing trust through certifications and clarity of use cases.
Paid Media Alignment
Aligned messaging across ads, landing pages, and PDPs to reduce drop-off and improve continuity for high-intent traffic.

04. PRODUCT STORYTELLING & DIGITAL ADS
Translating technical performance into visual clarity. Designed product-focused assets that communicate key features through a clear hierarchy and compelling visual storytelling.
FROM STATIC TO MOTION
Campaign creative extended into motion, transforming product photography into a concise social experience built for attention and engagement.
05. E-COMMERCE EXPERIENCE & CONVERSION DESIGN
Designing for clarity, hierarchy, and conversion.
Created e-commerce assets that simplify decision-making, improve product visibility, and guide users toward purchase.
CUSTOM SHOP BADGE EXPERIENCE
An interactive customization experience allowing customers to preview interchangeable badge graphics across select Wiley X frames, supported by coordinating microfiber bag designs—extending personalization from the digital experience to the physical product.
06. CONTENT SYSTEMS & SOCIAL DESIGN
Scalable systems for high-frequency content.
Built repeatable frameworks to support consistent publishing across social channels while maintaining brand cohesion.
07. APPAREL & MERCHANDISE DESIGN
Extending brand identity into physical products. Translated brand visuals into apparel and merchandise, maintaining consistency across wearable formats.​​​​​​​ From exploratory sketches to production-ready graphics, concepts were developed as extensions of the Wiley X brand—balancing its veteran-founded heritage with a contemporary apparel aesthetic.
Conceptual Exploration + Market Ready Product
Conceptual Exploration + Market Ready Product
Conceptual Exploration + Market Ready Product
Conceptual Exploration + Market Ready Product
Conceptual Exploration + Market Ready Product
Conceptual Exploration + Market Ready Product
08. BRAND APPLICATIONS & PHYSICAL EXPERIENCE
Vehicle Branding
Extended the visual system into physical brand touchpoints, including fleet graphics, retail applications, and environmental executions.
Retail & Environmental
Retail applications designed to reinforce brand presence at the point of purchase.
Built Beyond the Product​​​​​​​
Packaging system designed to elevate perceived product value through structure and branding.

Previous Retail Packaging
The previous packaging focused heavily on technical specifications and product information, creating a visually dense experience with limited hierarchy and shelf differentiation. While functional, the system lacked the clarity and premium presentation needed to support a high-consideration retail product.
Redesigned Retail Packaging
The redesigned packaging system introduced a cleaner visual hierarchy, stronger product storytelling, and a more refined brand presentation. Technical information was reorganized into a more digestible structure, improving clarity while creating a more cohesive and scalable retail experience across product lines.
09. Impact
Contributed to a multi-platform brand ecosystem spanning e-commerce, retail, and social channels.
Supported an estimated 15–40% growth in social reach and engagement through scalable campaign and content systems.
Maintained engagement performance aligned with industry benchmarks (~0.5–0.7%).
Developed scalable design systems that improved production efficiency.
Supported visual rollout during a major brand refresh.
Delivered enduring brand and product work that remains active in-market and available for purchase today.
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