Trace Minerals

A leader in the VMS (vitamins, minerals, and supplements) space, Trace partnered with Envoy to undergo a complete rebrand—culminating in a refreshed website designed to drive sales and position the brand as a trusted authority in mineral science.

Project Type

Website, Brand Expansion

Contribution

IA / UX / UI Design

Team

CD – Matthew Majcher
AM - Megan Harrington
Copy - Erin Borawski

Agency

Envoy

Overview

Owning the Drop

Following a full-scale rebrand, Trace needed a modernized website that seamlessly aligned with its new brand identity. The project had two primary objectives:

Increase conversions & sales – We streamlined the shopping experience by simplifying product discovery, refining navigation, and optimizing the checkout process for a frictionless purchase journey.

Become a thought leader – To position Trace as the definitive source on minerals, we wove educational content throughout the site—ranging from digestible insights within product pages to in-depth resources like the Minerals 101 guide.

Mobile First Approach

With 80% of traffic coming from mobile users, we prioritized a mobile-first design strategy. Leveraging Figma’s viewport resizing variables, we ensured a seamless, responsive experience across all devices, making both shopping and discovery effortless.

Education

Science-backed education was integrated at key touchpoints throughout the site, empowering customers with knowledge about the benefits, efficacy, and sourcing of essential minerals.

Art Direction

To visually bridge the gap between the digital experience and the natural origins of trace minerals, we infused the site with organic textures, fluid motion, and water-inspired elements. As Trace’s flagship product, ConcenTrace, is consumed through water, this design approach reinforced the brand’s deep connection to nature.