Fuel Labs
Nutrition programs built to fuel athletes & teams.
Fuel Labs creates sports nutrition programs for athletes, teams, and organizations across Puerto Rico and Florida. Every plan is built by board-certified sports dietitians, designed to enhance performance, recovery, and long-term development.
I was brought in to redesign their Squarespace website to better reflect the brand’s growth and authority, clarify service offerings, and improve SEO to support stronger visibility and conversions. I also reworked the overall sitemap and page layouts to create a clearer user journey, and developed custom graphics, icons, and new imagery tailored to the brand.
Web Design
The website underwent a full structural overhaul, including navigation, page hierarchy, service presentation, and footer design. The navigation was simplified and reorganized with a clearer user flow and a stronger call-to-action to drive inquiries.
The previous navigation had too many links and pages that could be consolidated, making the site feel complicated to navigate. I streamlined the navigation and combined related pages into just one with a clearer structure, creating a more intuitive user flow and giving the primary CTA more visibility. I also introduced a floating header that reappears as users scroll up, keeping navigation and the contact CTA within easy reach.
I also replaced the previous system of a folder dropdown containing separate translation pages with the use of the Weglot plugin, reducing the number of links while creating a cleaner, more professional, and accessible way to switch between languages.
Program offerings were reworked with on-brand naming, stronger positioning, and clearer descriptions to better communicate the personalized, one-on-one nature of Fuel Labs’ services. The client journey was also clarified, with a dedicated breakdown of the process to help prospective clients understand what to expect and increase trust in the onboarding experience through the showcase of testimonials and previous clients as social proof.
Fonts
While reviewing the existing website, I noticed that the chosen brand font (Cooper Bold) presented some accessibility concerns and were missing important Spanish accented and numbered characters. This created inconsistencies in how the brand appeared across the bilingual website. I proposed replacing it with a new typeface that was free to use, versatile across digital applications, and verifiably more accessible.
Blog
The blog was fully reimagined using custom CSS and JavaScript to extend beyond Squarespace’s default capabilities. Blog entries were redesigned to look like rounded cards, creating a custom, on-brand reading experience.
Icons
Fuel Labs was using a set of generic icons that felt disconnected from the rest of the brand identity. Being a brand designer, I of course saw an opportunity to make these smaller visual elements feel more intentional and distinctly theirs.
The new icons are built directly from Fuel Labs’ logo system, using rounded and circular forms to create a minimal, cohesive visual language. They are implemented throughout the website to reinforce brand consistency and make the overall experience feel more intentional and custom.
Photo Editing
New photography was curated to elevate the brand’s credibility and professionalism. The previous imagery felt overly generic, so I selected and refined visuals that showcase athletes in motion: training, competing, and performing at a high level. Each image was edited and treated in line with Fuel Labs’ brand guidelines, ensuring consistency in style, color, and energy across the site.
SEO
Through research and collaboration with the Fuel Labs team, I developed a set of SEO keywords to improve search visibility and support conversion. I restructured key sections of the copy to speak more directly to athletes, coaches, and sports program directors, with a tone that positions Fuel Labs as a premium, results-driven provider of customized sports nutrition solutions.
The SEO work extended across the site, including keyword strategy, metadata and page descriptions, image alt text, and other content optimizations to make the website more discoverable, accessible, and aligned with the audiences Fuel Labs wants to reach.
