Case Study

Coca-Cola Consolidated Corporate Website Redesign

Role: Lead UI/UX Designer  |  Timeline: 3–6 Months  |  Stakeholders: Corporate Communications Team  |  Live Site: cokeconsolidated.com

The Challenge
Coca-Cola Consolidated is the largest Coca-Cola bottler in the United States, serving millions of customers across 14 states. Despite that scale, the company's corporate website had fallen behind, becoming visually dated, inconsistent in tone, and no longer reflective of the brand's stature or ambitions.

The site wasn't broken. But it wasn't working hard enough either. For a company of this size, the corporate website is a critical touchpoint: it speaks to investors, potential employees, community partners, and the press, often before any human contact is made. The existing design wasn't telling that story well. The goal was clear: redesign the site from the ground up to reflect where Coca-Cola Consolidated was heading, not just where it had been.

The Approach
I led the end-to-end redesign in close collaboration with the Corporate Communications team, beginning with a full audit of the existing site's content architecture, visual identity, and audience needs. The site serves multiple distinct audiences, including investors, prospective employees, community partners, and the press, and the previous structure wasn't effectively guiding any of them.

The information architecture was rebuilt from scratch to give each audience a clear, efficient path to what they needed. Visually, the redesign drew directly from Coca-Cola Consolidated's brand standards while pushing the execution forward by introducing stronger typographic hierarchy, a more disciplined use of color and photography, and a layout system designed to scale across the organization's growing content needs.

Accessibility and responsive performance were non-negotiable requirements throughout. Every design decision was made with the understanding that this site would be seen by a wide range of users, across a wide range of devices, often as their very first interaction with the brand.

The Outcome
The result is a modern, strategically grounded digital presence that performs across audiences, devices, and teams. The redesign gave Coca-Cola Consolidated a corporate website that finally matched the scale and ambition of the company behind it: a site that communicates with authority, builds trust on first impression, and serves as a durable foundation for future growth.

Case Study

Red Classic Transportation & Fleet Maintenance Website

Role: Lead UI/UX Designer  |  Client: Red Classic (Coca-Cola Consolidated Subsidiary)  |  Live Site: redclassic.com

The Challenge
Red Classic is one of the few large carriers in the country that combines comprehensive transportation services with full fleet maintenance capabilities, which is a genuine differentiator in a crowded industry. But their digital presence wasn't telling that story. As a subsidiary of Coca-Cola Consolidated, they needed a website that could stand on its own: one that spoke clearly to shippers, fleet partners, and potential employees, and communicated their "Dedicated to Serve. Built to Execute." brand identity with authority and clarity.

The Approach
I led the design and development of the Red Classic website from the ground up, working in close partnership with their marketing and communications stakeholders. The goal was a site that felt operationally confident, bold without being loud, and organized around the service lines users care most about: dedicated transportation solutions, managed transportation, freight, and managed fleet maintenance.

The information architecture was restructured to serve two distinct audiences: shippers evaluating a logistics partner and drivers or technicians exploring career opportunities, so each could find what they needed quickly. The visual design drew from Red Classic's brand identity, using strong typographic hierarchy, high-impact imagery, and a clean layout that positioned them as an experienced and trustworthy partner in a demanding industry.

The Outcome
The result is a responsive, brand-aligned digital presence that clearly communicates Red Classic's full range of services and competitive advantages across all devices. The site unifies their dual expertise in transportation and fleet maintenance under a cohesive visual identity, reinforcing their position as a complete transportation partner, not just a carrier.

Case Study

ERS Company Website

Role: Lead UI/UX Designer  |  Client: Equipment Reutilization Solutions (Coca-Cola Consolidated Subsidiary)  |  Live Site: erscompany.com

The Challenge
Equipment Reutilization Solutions (ERS) is a Monroe, NC-based service company and Coca-Cola Consolidated subsidiary specializing in the repair, installation, maintenance, and restoration of commercial beverage equipment, including coolers, vending machines, fountains, and more, for businesses across the United States. With certified technicians having serviced over 180,000 pieces of equipment, ERS had a serious operation behind them. What they needed was a website that matched it.

Their existing digital presence wasn't effectively communicating the full breadth of their services, from standard repair and preventative maintenance to their 9-Step Certified Refurbishment process and vintage restoration work. The site needed to clearly serve both prospective business clients looking for a reliable service partner and existing customers who needed to quickly understand what ERS could do for them.

The Approach
I led the design and development of the ERS website with a focus on clarity and service discoverability. ERS offers a wide range of distinct service lines, including Repair, Installation & Delivery, Preventative Maintenance, Training, Vintage Restoration, Refurbished Equipment, and Water Filtration, and a major goal of the redesign was making sure each of those offerings had its own clear, findable presence on the site rather than being buried in generic copy.

The visual design was built to reflect ERS's professional credibility and approachability as a company that works hands-on with businesses every day and prides itself on responsive, expert service. Typography, iconography, and layout were chosen to communicate competence and reliability at a glance, while keeping the experience clean and easy to navigate for a broad range of users.

The Outcome
The result is a professional, service-forward digital presence that gives ERS the credibility their operation deserves. Each service line is clearly presented and accessible, helping prospective clients quickly understand the full scope of what ERS offers, and giving existing customers a reliable resource for scheduling and support. The site positions ERS as exactly what they are: a trusted, nationwide partner for commercial beverage equipment needs.

Case Study

CONA Platform (Coke One North America)

Role: UI/UX Designer  |  Client: CONA Services LLC (Coca-Cola Consolidated)  |  Platform: conaservices.com

The Challenge
CONA Services LLC is the shared IT backbone for 11 of the largest Coca-Cola bottlers across the United States and Canada, supporting more than 500 bottling locations and overseeing operations tied to over $35 billion in annual revenue. The platform touches every corner of the bottling business: customer ordering, finance, manufacturing, supply chain, human resources, and reporting, all running on SAP and Salesforce infrastructure at massive scale.

Designing for an environment this complex presents a unique challenge. The platform serves tens of thousands of active users across dozens of bottling organizations, each with different operational contexts, roles, and levels of technical familiarity. The existing interfaces had grown organically over time and were not keeping pace with the scale and sophistication of the underlying systems. The goal was to bring clarity, consistency, and usability to a platform that millions of beverage cases depend on every single day.

The Approach
I contributed UI and UX design work to the CONA platform as part of my role at Coca-Cola Consolidated, working within a large cross-functional team that included product managers, engineers, and business stakeholders across multiple bottler organizations. The design work required a deep understanding of enterprise-scale user needs: people managing high-volume order workflows, finance teams reconciling complex data, and field technicians accessing the system on mobile devices in real time.

The focus throughout was on reducing cognitive load across complex, multi-step workflows. That meant establishing clear visual hierarchy, simplifying navigation structures, and creating consistent interface patterns that users could rely on regardless of which part of the platform they were working in. Every design decision had to account for a wide range of user types and operational contexts, from corporate analysts to warehouse staff, all within the same shared system.

Accessibility and cross-device usability were built into the design process from the start. With tens of thousands of active users depending on the platform daily, there was no room for interfaces that only worked well in ideal conditions.

The Outcome
The design contributions helped move the CONA platform toward a more intuitive, scalable user experience that could serve the full breadth of its user base effectively. Working at this scale, on a system that underpins the Coca-Cola bottling network across all of North America, reinforced the importance of disciplined, systems-level thinking in UX: every pattern you introduce gets multiplied across thousands of users and dozens of organizational contexts. Getting it right matters.