Leveling up a leading fitness and apparel brand on Shopify
NOBULL wanted to move to the next level by building innovative features that would allow the brand to soar past a critical inflection point in its growth. The brand enlisted Domaine to redesign its website with this customization and expansion mindsest; we dove in to level up NOBULL's online Shopify experience through a new brand styleguide, product-heavy storytelliing, art direction, and new automation to streamline personalization.
With the redefinition of the brand comes a wholesale re-imagining of the brand style guide, and we worked on the core typeface on up to update their expression. Some areas of focus include: community, balancing Mens & Womens, shoppability & up-sells, language that competes agains ON & Hoka, copywriting, and product imagery.
The interchangeability of content and commerce is answered in NOBULL's multiple and subtle approach, where content units implicitly and explicitly support decision-making. Here, we align every product against ‘Activity’, ‘Features’, and ‘Technology’, paired with an ‘Activity’ video and ‘Feature’ call-outs. Later, we pull-in ‘Community’, ‘Related Product’, and ‘Similar’ items.
Our direction helped NOBULL expand into multiple categories, providing lay-down and editorial photo direction, including detail-level photography that expresses the core ‘Benefits & Features’ of their unique products.
By developing automatic workflows we can support personalized experiences for different customer tiers and the brand's frequent product drops - at scale.
