MBT (Masai Barefoot Technology) has long been recognized as a pioneer in orthopedic footwear, offering shoes designed to improve posture, reduce joint stress, and enhance natural walking mechanics. However, the brand's digital presence had become outdated, failing to effectively communicate its unique value proposition to health-conscious consumers and healthcare professionals.

The existing e-commerce platform presented several challenges: an antiquated homepage design that didn't reflect the brand's innovative technology, poor user experience that hindered product discovery, and email communications that lacked visual appeal and failed to engage customers effectively. These issues were impacting conversion rates and limiting the brand's ability to connect with both existing customers and new market segments.

Currently, many orthopedic footwear brands struggle with digital presentation, often appearing clinical or outdated rather than appealing to modern consumers who value both health benefits and contemporary design.

The MBT brand refresh project addressed these challenges through a comprehensive digital transformation that included a complete e-store homepage redesign and revamped email marketing templates. The new design strategy balanced MBT's medical credibility with contemporary aesthetics, making the health benefits more accessible and appealing to a broader audience while maintaining the brand's authoritative position in therapeutic footwear.