MudPlugz is a drywall repair startup that came to BrandStar Digital with a product, a personality and not much else. The brief was to build a brand and a Shopify website from scratch, targeting DIY homeowners, renters, contractors and property managers, with a tone of voice bold enough to stand out in a category that has never been particularly exciting to look at. The graphic designer on the team led the branding and I led the website, with both of us working closely together on creative decisions throughout. One of the bigger challenges was the lack of product imagery at the start, so the design had to carry the concept on its own. The colour direction went dark and confident, masculine without being aggressive, with yellow and red accents that made every key element land. The product itself is small, so the visual approach focused on making it feel significant, dynamic product shots with the plugs in motion, and a set of custom illustrations I designed to walk users through the six step process in a way that was clear, on brand and easy to follow. The website went through three distinct phases, from landing page to pre-order to full Shopify store. The user experience was designed from the start with that progression in mind, so that each phase required minimal changes, mostly within the calls to action. By the time the product went live, the website was already ready. Adding the product and updating a few details was all it took.