Reinvigorating a fitness eCommerce brand with web design and branding

Black Diamond Supplements

Reinvigorating a popular eCommerce brand from top to bottom.

Brand Identity       Web Design


Black Diamond Supplements – reinvigorating a popular eCommerce brand from top to bottom.

Black Diamond Supplements is a popular eCommerce brand specializing in providing top-tier supplements and consumables for fitness enthusiasts and active lifestyle individuals. To get ahead of its fierce competition, Black Diamond Supplements knew it needed to truly stand out. Black Diamond Supplements owner Brian Gamley had been a long-time client of Avintiv Media for Facebook advertising. When the time came to rebrand and overhaul the Black Diamond Supplements website, Brian came to Avintiv to get the job done. As Creative Director of Avintiv, I played a key role throughout the rebranding and website design process. 

Fitness eCommerce Supplement brand identity and website design


Industry-leading supplements, market-low prices.

Market research is a key element to a successful rebranding. We started off the Black Diamond Supplements rebranding the same way. The creative team at Avintiv dove into trends in eCommerce, fitness supplements, and overall healthy lifestyles. Black Diamond’s customers are fitness enthusiasts and active lifestyle individuals, so we had a very specific niche to work within.

After developing four unique directions for Black Diamond’s rebranding, we iterated until landing on the perfect final option. Black Diamond’s new logo featured a strong, bold typeface with sharp cuts. The color scheme of white, charcoal grey and teal provides a lightweight, approachable appeal.

Fitness eCommerce Branding and Web design


A revitalized website optimized for fitness eCommerce.

With Black Diamond’s brand identity refreshed and finalized, we were able to move forward with giving the brand a revitalized website. The objective of this project was to totally revamp the brand’s former user interface in order to optimize for eCommerce. We focused on simplicity in user experience through ample white space and legible typography.