Visual Identity Refresh & Shopify Redesign

In my role as Creative Director at Saturday Republic, I recently undertook a Shopify design project for a Butte, Montana fly fishing shop. The StoneFly Fly Shop approached us with the goal of transforming their online presence into a highly performing e-commerce machine with a brand identity that went beyond a mere product showcase.

My approach wasn't just about building a website; it was about crafting an online brand experience. I conducted a full design exploration for the brand, eventually landing on a "modern heritage" look and feel. The font and color choices gave the site a fresh and appealing look, rooted in the outdoors and updated for a modern audience. I integrated new lifestyle imagery throughout, going beyond showcasing products to evoke the passion and excitement of fly fishing.

From a UX perspective, I crafted an experience that is intuitive to navigate and discover despite the shop's large product catalog, and built in varied entry points (beginner kits, top brands, high-consideration product categories, sale) to appeal to different types of shoppers.