Branding, Shopify Design & Development
CRUA Outdoors, a dynamic force in the camping gear industry, embarked on a transformative journey to refresh its branding and enhance its website. At the heart of this initiative was the pivotal task of upgrading their Shopify store to reflect the renewed branding, coupled with an essential overhaul of the website's UX and UI. As CRUA experienced rapid growth, the demand for a website capable of accommodating this expansion became critical. The challenge was compounded by the urgency inherent in the need to redesign and develop the site swiftly to align with the company's accelerated trajectory.
In collaboration with CRUA's leadership team, a comprehensive brand workshop was conducted to uncover the essence of the new CRUA brand. The outcome steered CRUA towards a bolder, braver identity that resonated with its pioneering and innovative product development. Crafting a new brand strategy and refreshing the brand identity became instrumental in embodying CRUA's progressive evolution.
Commencing with a thorough audit of the existing site, we identified areas requiring overhaul and improvement. Managing a diverse array of product categories presented a challenge in showcasing CRUA's extensive range, making the navigation experience a pivotal aspect of the design project. Objectives included providing enhanced product education and clarifying the product value proposition. Once the new site requirements were determined, a suitable Shopify theme was chosen to align with the updated branding while significantly enhancing website functionality. Several Shopify apps were integrated to further elevate the overall shopping experience. The entire site was meticulously designed in advance of the development phase.
Bringing our designs to life, we embarked on a meticulous implementation and customisation journey with the selected theme. In navigating the intricate landscape of CRUA's product specifications, we not only created numerous custom fields but also undertook a comprehensive refinement process to ensure every aspect aligned seamlessly with the brand's essence. The dynamic nature of CRUA's offerings necessitated an extra layer of attention, resulting in an enriched and tailored Shopify development process. Rigorous testing, conducted in collaboration with the client, spanned an extended period to guarantee a flawless transition as the site went live, underscoring our commitment to delivering a digital platform that not only met but exceeded CRUA's evolving needs.
Dermot Moriarty
COO, CRUA Outdoors
