Brief:
Design a new website for Engine 2, a vegan lifestyle brand created by #1 New York Times Bestselling Author Rip Esselstyn, under the direction of Lena Levine Studio. 

Concept:
Some core features for the new site that the client wanted were providing better conversion rates for their 7 day Rescue Challenge and weekend immersive events, as well as promoting their food line sold at Whole Foods Markets. A challenge in designing the site was how to convey the fresh and healthy elements of a vegan diet, while maintaining the company's background in the rugged strength of the fire department. Ultimately, their Engine 2 red color maintained as a featured element, with earthy elements like the torn edges on photos and natural, earthy photographs providing contrast.