FREY BIKE is a China-based eBike manufacturer with an extensive lineup spanning entry-level riders to performance enthusiasts. As the brand entered the North American market, the challenge was not capability but clarity — translating a complex product range into a localized narrative that resonates across rider types. I helped reposition FREY around distinct riding philosophies by restructuring its lineup into three clearly defined categories, each tied to a specific audience and scenario. I then led the design and build of an e-commerce platform that functions as both brand site and storefront, using strong visual storytelling and a clear hierarchy to guide new riders through compelling imagery and concise narratives while providing advanced users with detailed technical information. The result is a scalable digital system that clarifies product choice while strengthening brand perception.