North Pole Engineering
North Pole Engineering (NPE) is a product and engineering service company based in Minneapolis. For over 20 years NPE has been providing sensor based technology to a wide range of companies and markets in the sports, fitness and wellness industries. Helping to integrate cost-effective technology for their clients’ sensor-based products in order to move data to the internet is NPE’s goal.
The objective of this project was to redesign (and develop) NPE’s e-commerce website, so visitors could clearly navigate the products and services to easily purchase, or reach out to NPE. With this website serving as a lead “engine” for the business, other asks were to design the site to be functional, modern and user-friendly. B2B and B2C target audiences for the website included home fitness enthusiasts, gyms, fitness studios and wholesale customers.
I led the project, designing the website in Figma from built out wireframes, while simultaneously updating NPE’s brand assets and visual look—which were also applied to new trade-show booth banners. The updated identity included an improved logo, color palette, typeface, icon library, patterns and photography style.
Checkout the live website: https://npe.fit
Agency: Hunt Adkins
Group Creative Director: Sarah Kearin
Senior Copywriter: Andrew Brady
Senior Designer + Art Director: Emma Dahlgren
Designer: David Jaimes
Production Designer: Shelley Wicinske
Developer: Travis Manick
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/f6a3e5d4-3b20-4cd4-9d7f-0c68670bc718_rw_1200.jpg?h=793e51a88626cdfc12405589fedf19fa)
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/40287ce5-33f4-4f80-8d96-4d19c4b5e51a_rw_1920.jpg?h=8a3d948857fc0a9beb390786c53d2611)
Logo Update
• Width of lettering and symbol match marrying them together
• Color combinations are web-accessible and highly recognizable
• Unique and ownable to NPE
• Legible when scaled at small sizes due to adequate spacing throughout the marks' shapes and distinctive counters and apertures within the typography
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/493e6d71-5b0f-45af-a342-5ad8e0225c66_rw_1920.jpg?h=7fa7b1d7ab5d15215681592f90259405)
Color Palette
• Monochromatic color palette aligns with current brand guidelines
• Muted tones allow the message, product and photography to move to the forefront
• Accent gray color palette adds contrast and variety
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/50ce3769-393c-4f90-a1d0-2cf1c4a72394_rw_1920.jpg?h=f61b1ff95ff17ed9eea1f8831e101695)
Typography
• The sans-serif typeface Poppins offers a modern look, geometric structure and 90˚ terminals that relate back to simple grid systems and color blocking. A technique that’s used in NPE’s new identity
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/b0411d3c-f7ea-4452-b34b-5c89472c59c4_rw_1920.jpg?h=4026a83d5627d1601fd4db4f0eb0f4f9)
Photography
• Tightly cropped imagery
• Fairly dark with heavy contrast creates a moody feel
• Fitness equipment is recognizable
• Person as well as equipment are center focus
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/3edf82bb-9d6c-4b8e-b48c-9d958789fb00_rw_1920.jpg?h=e241cc22ef5968bd8a00a2aa12efeb48)
Duotone Images
• Duotone treatment creates a unique look and personalized feel for NPE
• Adds intensity to images
• Wide range of use from background to overlay text and buttons, or a hero image
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/dd7cd021-d3c9-4f88-a3d7-6240d55aad35_rw_1920.jpg?h=6c36e43c7fef740c5fed2460bae8a0f1)
Icons
• Additional icons were created based of NPE’s design services and equipment used with devices
• Usable on more than one color
• Library of icons adds to NPE’s toolbox of usable assets
*Icons were downloaded from The Noun Project, then manipulated and altered.
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/04f334ad-2a64-4527-a4e9-00d66cd4fc3b_rw_1920.jpg?h=28f529e161eae82b97c813d30921ce24)
Interweaving Pattern
• Interweaving Pattern stems from the logo mark. It shows the relationship of what NPE is about: Connection between data and internet, connection between people and solutions, and connection between people and results
• Should rarely be seen without an image of someone working out / exercising
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/5ac65152-1c07-43ab-a1c8-efef4bd2a69d_rw_1920.jpg?h=dee234f9358d6d048b80c19cc38eb5a9)
PCB Pattern
• NPE’s design services include
PCB design/creation, prototype analysis, engineering support, etc.
PCB design/creation, prototype analysis, engineering support, etc.
• Printed Circuit Board patterns and graphics tie into NPE’s services
• Evokes technology and what makes NPE’s devices work
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/df41bc17-52c7-4680-9a76-70e5b2cd4a81_rw_1920.jpg?h=0d46f2ff1dd1873fa32b2cb98f845491)
Dot Pattern
• Dot pattern is inspired by data visualization and workout tracking (i.e. scatter plot graphs, line graphs)
• Digital and technical aesthetic
• Relates back to how NPE devices help track data during workouts
![](https://cdn.myportfolio.com/c14802edff78de999f21a6902b3f4376/3ef0a35a-c8ce-4e71-878b-2ab7a262fc01_rw_1920.jpg?h=1e245d718f651722921f0765ed650c36)