Brand Refresh & Website Redesign
Role: UX Designer, Brand Strategist, Visual Designer
Client: Brothers Keeper HI
Platform: Squarespace
Timeline: ~3 weeks
Deliverables: Brand strategy, visual system, website redesign, content direction
The Challenge
The original website lacked clarity, hierarchy, and emotional focus, making it difficult for users to quickly understand the brand’s purpose or engage with the movement. Content felt fragmented, visually inconsistent, and did not fully communicate Brothers Keeper HI’s mission or credibility.
Homepage Redesign
Project Overview
Brothers Keeper HI is a Hawai‘i-based streetwear and recovery movement founded by Royce Wong. The brand exists to support individuals in recovery through discipline, faith, brotherhood, and purposeful apparel — anchored by the message “Fight the Good Fight.”
Project goals included:
– Clarifying the brand’s mission and emotional foundation
– Establishing a disciplined, high-contrast visual system
– Creating a scalable homepage to support future e-commerce growth
Design Process
This project followed a strategy-first approach, prioritizing clarity, emotional resonance, and brand discipline before visual execution. Each design decision was guided by the brand’s mission and the needs of a recovery-focused audience.
3 Process Pillars
Brand Discovery
& Alignment
I began by understanding the founder’s recovery journey, the emotional responsibility of the brand, and the audience it serves.
This helped clarify the brand’s values, tone, and non-negotiables before making any design decisions.
Visual System
Definition
I established a high-contrast, typography-led visual system to reflect discipline, strength, and restraint.
Minimal color, intentional spacing, and serif accents were used to support emotional weight without overwhelming the message.
Content Restructuring
&
UX Hierarchy
Existing content was edited and reorganized to improve clarity, reduce cognitive load, and guide users through the story intuitively.
The homepage was designed to communicate purpose within seconds while remaining scalable for future e-commerce growth.
This process resulted in a focused homepage redesign that balances emotional storytelling with clarity and usability.
Results & Impact
The refreshed website transformed Brothers Keeper HI into a clear, emotionally grounded digital presence that reflects the brand’s mission and prepares it for future growth.
Established a cohesive, disciplined visual system aligned with the brand’s values
Improved clarity and hierarchy, allowing users to understand the mission within seconds
Created a scalable homepage structure to support future product drops and e-commerce expansion
Delivered a site the founder felt confident sharing as the public face of the movement
Live Site: https://www.brotherskeeperhi.com/