Sollis HealthMembership-Based Concierge Healthcare Subscription
Led brand, messaging, and product design overhaul—supporting spatial design efforts—that turned
• a struggling funnel into 3× revenue on launch day 😱,
• lifted conversion rates from <1% to 6.25%,
• cut drop-offs from 90% to 3%,
• and drove MoM traffic growth (+24.5% users,+20.7% sessions),
while partnering with the real estate team to source and style interiors that kept spaces cohesive, and on-brand.
Role
Sole Art Director, Lead Designer & Project Manager
Responsibilities
- Research & Strategy
- Art Direction
- Branding & Brand Guide
- UI/UX Design | Editorial Publication
Timeline
- 8 Weeks
Launched Fashion Week
Results
- 10K+ mo visitors
- 3+ pages/session
- Collaborations with Del Toro Shoes, Kiel James Patrick, SINGER22, Dickies and launching GG's own fashion brand
1. Headline
Google IS (Impression Share): This metric shows how often your ads appeared versus how often they could have appeared. It stayed steady, meaning visibility didn’t decrease after the site change.
Conversion rate spiked: Even though visibility didn’t change much, the effectiveness of those visits dramatically improved. More users are taking desired actions (like signing up, purchasing, or filling forms).
2. Chart (Bottom Left)
Gray line (Impression Share %): Stayed fairly level, showing ad visibility didn’t drop.
Blue line & shaded area (Conversion Rate %): This shot up significantly after the “Landing Page Switch” marker.
Before the switch: Conversion rates hovered below 1%.
After the switch: Jumped to ~6.25% and held between 5–6%.
👉 This proves the new landing pages were much more persuasive and user-friendly, getting people to act once they clicked through.
Top Performance Metrics (Right)
Users: 46.2K (+24.5%)
46,200 unique users visited the site.
This is a 24.5% increase compared to the previous month.
Sessions: 55.9K (+20.7%)
Total number of browsing sessions. Since sessions > users, it means some visitors returned multiple times.
This is also up 20.7% month-over-month.
👉 These stats show not only are more people coming to the site, but they’re also sticking around and coming back.
Big Picture Takeaway
Traffic is growing: More users and sessions.
Visibility is stable: Ads are still being shown just as often.
Performance improved: Conversion rate spiked 5–10× after the landing page switch, which means the redesign made the site much better at turning visitors into customers/leads.
Summary Anchor Here
Audience
Urban Trendsetting Men
Fashionable, trendsetting men, with a little edge, come to the site looking for men's fashion, trends, and exclusive collaborations.
Branding & Identity
Logos
Based on the name, Grungy Gentleman, I wanted to create a mark that was a bit rough, yet refined. What came from that exploration were strong logo variations that could be used together or independently. Based on the logo direction, a variety of web elements were created.
Spotted at Fashion Week
The online publication introduced its own fashion line. As you can see, the logo mark is versatile and recognizable enough to be used as a patch on this sharp baseball jacket.
Styles & Typography
The goal was to bring the pleasure of reading a magazine online, so GG needed typefaces that could bridge that gap. Gotham was chosen for headlines because of its sturdy, geometric characters. Georgia was chosen for body copy because it's a beautiful serif typeface that reads well on all screen types and works well for long-form body copy.
Custom Web Elements
Working with the angled look of the category tags, custom web elements were created for use throughout the site.
Research Anchor Here
Competitive Benchmarking
Other Men’s Fashion Publications
Before starting on the website, we explored some of the well-known men's publications doing something that GG aspired to. GQ, Esquire, and Details all had a similar web presence. This allowed us to see how we could differentiate the new GG site.
Ideation Anchor Here
Web Design & User Experience
Original Blog
When we began the Grungy Gentleman redesign, this was the website. The site had a large audience, but lacked an engaging user experience. Banner ads took up prime real-estate, copy was hard to read, and the overall design direction was confusing and inconsistent.
Site Goals:
- Mobile-First/Responsive
- Cohesive Branding & Design System
- Increase Engagement Metrics
- Increase Overall Usability
Before & After
New Responsive Site
The visual direction of the branding and the GG articles helped to guide the site design and interactions. The responsive site cohesively incorporates the new branding as well as creates an enjoyable reading experience — one very similar to picking up an actual magazine.
Homepage
Large, gridded images were used to bring features to life. The header was used to display the latest feature, while the rest of the grid contained paid ads, social media, and a patchwork of featured categories.
Seamless Ads
Grungy Gentleman had a ton of ad relationships in place already, so it was a challenge to see how we could incorporate them into the new design without haplessly putting them in random places.
We decided to seamlessly incorporate them into the site design, much like a magazine would. There were three different ad sizes that could be purchased and easily added to the design without compromising the experience.
Defining Categories
In order to provide a better user experience, we needed to hone the categories and navigation. We took titles like "The Grunge" and "Mixtapes" and turned them into more recognizable categories.
After assessing the current articles on the site — and discussing the future of the publication, we determined that there were 6 different buckets that each fell into. We used those categories to create color-coded tags for articles, making it visually easy for users to "see" categories.
Category Landing Pages
Each landing page in the navigation is populated by articles tagged with that specific category tag. The homepage is a collection of featured articles from all categories.
Article Pages
Article pages had the ability to have a large image carousel header or a single image or video. Each article was created to have an editorial feel with a big focus on imagery.
Image Hot Spots
Images within articles have the ability to feature "hot-spots" which allow points to be placed on the x/y coordinates of the image. These offer a pop-up link to an item's web page or to be used to notate specific information on each item within a photo.
This works great for articles that feature curated articles of clothing and worked great for affiliate partnerships ($$$).
Results Anchor Here
Post Launch Results
10K+
Average Monthly Visitors
3+
Pageviews/session
3+
Pageviews/session
Press & Collaborations
Collaborations with Del Toro Shoes, Kiel James Patrick, SINGER22, Dickies and launching GG's own fashion brand
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