B2B Portal Design for Tractor
I designed and built the Tractor Foodservice Portal, a B2B hub on Shopify where operators access equipment specs, marketing materials, product sampling, and training resources. Beyond the interface, I created custom imagery and a full iconography system, then developed bespoke Shopify features like gated access and an interactive equipment catalog to give partners a clear, branded ordering and support experience.
Designed the end-to-end UX and UI for the Foodservice Portal, organizing equipment, support, product, brand toolkit, and sampling into a clean navigation system. The layout makes a deep library of B2B resources feel approachable, so operators can self-serve without friction.
Created custom imagery throughout the portal, from tablet and desktop product mockups to lifestyle photography of equipment in real foodservice settings. The art direction kept dense, technical content feeling warm and on-brand rather than utilitarian.
Built a complete iconography system, hand-styled etched-illustration icons for Tractor Care Center, Marketing Materials, Product Sampling, Training Resources, Equipment Catalog, and Digital Toolkit. The consistent visual language helps partners scan and find what they need at a glance.
Handled Shopify development for custom features the platform doesn't offer out of the box, including gated "Request Access" pages for audience-specific content, an interactive Equipment Catalog with filtering by type and manufacturer, and detailed equipment spec pages with downloadable sheets and how-to videos.
Maintained Tractor's editorial brand voice and signature palette across every module, keeping the portal cohesive as it scaled across marketing, machinery graphics, resources, sampling, and merch sections.