FortisHD
Building and evolving
a heavy-duty e-commerce brand
across every customer touchpoint.
FortisHD is a heavy-equipment e-commerce business serving customers across tools, rubber tracks, undercarriage parts, and related products.
I’ve worked with the organization since 2019, helping evolve the product and brand experience across its website, Shopify store, social media, email marketing, advertising, and physical brand materials.
Role
Product Designer · Brand Designer
Scope
E-commerce UX/UI · Shopify · Brand Design · Social & Paid Ads · Email Marketing · AI-Assisted Product Media · Print & Packaging
Context
Before I joined the project, FortisHD already had an earlier website experience.
Starting in 2019, I helped redesign and improve the digital presence, and in 2023 I led the second major evolution of the website by moving the experience to Shopify.
As the business expanded across products, markets, and marketing channels, the work also expanded beyond the website into a broader product and brand role.
Product Evolution
Before 2019
Legacy FortisHD / Fortis Tracks website
2019
Redesign and improvement of the digital experience
2023
Major website redesign and migration to Shopify
Ongoing
New products, pages, features, campaigns, emails, product photography, AI-generated product videos, and brand assets
Before · pre-2019
2023 · Shopify
The challenge
How do you build consistency
across a business
that is constantly growing?
FortisHD isn’t a one-time website project.
The business continues to launch new products, publish new product pages, run campaigns, create email promotions, expand catalogs, and maintain customer communication across multiple channels.
The challenge has been to keep the customer experience clear, trustworthy, and recognizable while adapting to changing business needs over time.
What I Work On
My role spans both the product experience and the brand.
- E-commerce UX/UI
- Shopify website design
- Product and collection pages
- Landing pages and new website features
- Social media content
- Paid advertising creatives
- Email marketing design
- Production-ready HTML emails
- Branding and visual direction
- Brochures and printed sales material
- Product labels
- Merchandise and branded physical assets
- AI-assisted product photography
- AI-generated product showcase videos
Treat the website as an evolving product.
Shopify · 2023
The FortisHD website has grown in phases.
I began by helping improve the earlier digital experience in 2019, then redesigned the experience again in 2023 as part of the move to Shopify.
That migration was more than a visual refresh. The experience needed to work around real e-commerce requirements including product hierarchy, category structure, navigation, collection browsing, product detail clarity, purchasing flows, and a catalog that continues to grow.
Design for purchase decisions, not just presentation.
FortisHD sells technical, heavy-duty products where customers often need more than a basic product image and price.
The experience needs to help users understand specifications, compatibility, variations, accessories, product details, and shipping information before making a purchase.
This thinking shaped the product pages, collection experiences, navigation, and supporting content throughout the store.
The goal wasn’t simply to make the store look better. It was to make buying technical products easier to understand.
Use AI where it removes production bottlenecks.
One of the most useful additions to the FortisHD workflow has been applying AI to real production problems.
Raw tool images can be transformed into professional studio-style product photography for e-commerce product pages and marketing.
Those assets can then be extended into polished product showcase videos using AI image and video workflows with tools such as Nanobanana, Kling, and Seedance.
This makes it possible to produce stronger product media without depending on a traditional photography or video production workflow for every new product.
AI isn’t added for novelty. It helps move better product ideas from raw assets to usable customer-facing media faster.
One brand across digital and physical touchpoints.
The website is only one part of the FortisHD experience.
I’ve extended the same visual direction across social content, paid campaigns, email, brochures, business stationery, product labels, merchandise, and other physical brand assets.
The format changes, but the brand still needs to feel recognizably FortisHD wherever a customer encounters it.
From design to delivery
Closing the gap
between design and execution.
My work on FortisHD doesn’t stop at visual mockups.
For email marketing, I design the campaigns and can also deliver production-ready HTML emails so they are easier for the team to launch.
Depending on the project, that can involve platforms such as Stripo or custom-designed layouts supported by AI-assisted coding workflows.
This reduces friction between design and implementation and makes the process more practical for the business.
Ongoing partnership
This is long-term product
and brand ownership.
FortisHD is important in my portfolio because it reflects sustained involvement rather than a short engagement.
Over the years, I’ve continued contributing as the company grows — adding pages, improving product presentation, designing campaigns, supporting launches, creating product media, and extending the brand into new outputs.
I haven’t just designed isolated deliverables. I’ve helped carry the product and brand forward.
Client Feedback
“I've worked with Muhammad for a few years now, and I am 100% sure we'll continue working into our old age. He is a fantastic UI/UX designer. He has also incorporated AI to improve small elements that would have taken weeks to see in the past. This is his superpower right now. Happy to continue working with him.”
“I've been working with Muhammad for many years and will continue to do so in the future. Fantastic results all around!”
“An absolute gem and a pleasure to work with. Muhammad is very talented and is very important to our team. Will be hiring him again for sure.”
The Outcome
FortisHD has become a long-term product and brand partnership spanning e-commerce, Shopify, marketing, branded communication, AI-assisted product media, and physical collateral.
The project demonstrates my ability to work beyond a single screen or campaign — supporting a business across the full customer-facing experience while continuing to evolve the product as new requirements emerge.
Not just designing the product.
Helping the business keep moving.
Next project
TekamoHD→
