GoTape, Premium Kinesiology Tape

Name: GoTape: Premium Kinesiology Tape Branding & E-commerce
Brand: BASOV DESIGN

Athlete applying yellow kinesiology gotape

Sector: Healthcare, Sport, Kinesiology
Location: Concord, California, USA
2016

https://www.gotape.com

The client

GoTape is a premium elastic sports tape designed to manage joint and muscle pain, improve performance, and support recovery. Manufactured with unique technology, GoTape is recognized as one of the world’s finest kinesiology tapes. Headquartered in Concord, California, the brand serves athletes, patients, and healthcare professionals with products that combine science, performance, and wellness.

Problem

GoTape’s internal team lacked the design and prototyping expertise to bring vital digital innovations to life. Their existing online presence did not reflect the premium quality of the product, and researchers struggled with inefficient workflows. The absence of a cohesive brand identity and modern eCommerce platform limited customer engagement and slowed growth in a competitive sports healthcare market.

Solution

BASOV DESIGN partnered with GoTape to deliver a complete brand and digital transformation. We developed a new visual identity, packaging concepts, and marketing materials that highlight GoTape’s premium positioning. On the digital side, we designed and built two websites: one focused on storytelling and product education, and another Magento‑based eCommerce platform. The UX/UI was informed by user research, surveys, and scenario mapping, ensuring seamless navigation and responsive design across devices. Our scope included brand strategy, wireframing, prototyping, content strategy, front‑end and back‑end development, Magento integration, WordPress support, and ongoing maintenance

A seamless integration of content & Commerce

Visual Identity

GoTape is our all-natural solution to help diminish, support, and rehab countless injuries and soreness that will occur throughout our life.

Primary Mark

Fonts & Colors

Klavika font styles and colors for gotape

Style guide

Brand Materials

Premium kinesiology tape packaging design

Colorful kinesiology tape packaging design

Two people wearing black athletic apparel.

UX Research

First of all, we focused on the analysis of the current website and user experience research

Analysis

User Cases

During user survey, we identified a few user cases of different age groups.

Young woman exploring sports career user case

gotape Athlete with kinesiology tape applied

Sitemap for 2 website

Based on information from analyse, survery and flow chart building main user sceneriors.

Website sitemap layout with navigation links

User Scenarios

Based on information from analysing, survey and flow chart building main user scenarios.

Creating a website

Website design process: sketch to prototype to design

UX Wireframes

It’s not just a sketch in general terms. After brainstorming, was created a grid of the main structure. Elements and dimensions are very approximate, but this doesn’t interfere with the understanding of the basic idea.

Dark-themed website wireframe collection

Design and Development

We created two sites, one to explain the history and product story, second is e-Commerce based on Magento CMS.

Website grid

Telling stories & Providing context

When it comes to articulating a brand’s personality and story, things typically fall apart on the product listing and product detail pages. Because providing an “experience” was crucial to our strategy, we designed the pages in a manner that continues to provide context and inspiration through things like videos, popular trends.

Website layout showcasing athletic products.

Home page of eCommerce website

gotape catalog and category pages design

E-commerce website design layout preview

Posters for media

Responsive design

Full responsive design to great usability on any device at all the time.

Responsive sports equipment website design

“Basov represents a unique and cohesive team of product, brand and digital developers, who has solid expertise.”

Ömer AlparslanCEO at GoTape / Los Angeles, California

The result

The collaboration produced a cohesive brand identity and a fully responsive eCommerce platform that improved usability and strengthened GoTape’s market presence. The Magento site included custom controls, module development, and migration to newer versions, while packaging and marketing assets reinforced the product’s premium image. CEO Ömer Alparslan praised BASOV DESIGN’s expertise, noting that the partnership delivered safer, faster, and smarter solutions for both customers and researchers.