Otway & Orford

Project Info

Shopify Client

Otway & Orford embarked on their e-commerce journey with a basic Shopify theme that offered minimal design elements and lacked an understanding of an effective layout to adequately convey the premium nature of their products to their target demographic. Recognizing the challenges they faced, they approached us seeking guidance and support to transform their business from a simple e-commerce store struggling to convert visitors into buyers into a sophisticated, classy website that highlighted the luxurious nature of their pocket square niche within the incredibly competitive fashion industry.

For projects like this, we prioritise gathering detailed information from the client regarding their design preferences. We ask them to provide links to websites that embody the look and feel they aspire to achieve with their own site. It’s important to note that these examples do not need to be from competitors or even within the same industry; in fact, we find that selecting non-competitors leads to a more unbiased overview of their vision. After thoroughly reviewing the information they provided, we immediately began researching suitable Shopify themes and presenting our findings to the client. This allowed us to garner valuable feedback before confirming whether the themes were a good fit and moving forward with the design work.

In the case of Otway & Orford, they greatly appreciated our input and felt that our first choice of theme perfectly encapsulated what they were looking for. The selected theme was both classic and contemporary, projecting a professional image that aligned seamlessly with their target demographic. Once the theme was approved, we set to work designing an engaging homepage for their review, utilising some of their stunning images to narrate the story of their product catalogue. We strategically incorporated ample white space and maintained a minimal colour palette, aware that the vibrant nature of many of their products could easily overwhelm potential customers if too many additional colours were introduced.

Moreover, we opted for classic fonts, creating a sense of familiarity for their audience while ensuring a timeless and masculine aesthetic. The goal was to allow the unique products, which were beautifully photographed, to take centre stage, with the supporting content taking a back seat in the overall presentation.

To enhance usability, we leveraged Shopify's metafields feature, enabling us to break out additional content from their already extensive product descriptions into concise accordion sections. This format allowed customers to easily access vital information such as size, shipping and returns details, material composition, care instructions, and much more without feeling overwhelmed. Thanks to Otway & Orford's trust in our expertise, requiring very few revisions, we successfully delivered the website ahead of the proposed deadline, resulting in immense satisfaction on their part.

Since the launch of Otway & Orford's website, we have continued to provide ad-hoc services, including optimising all their collections and pages with SEO content. This involved our highly researched keywords, which helped them perfectly align their product catalogue with search engine inquiries for unique pocket squares that make excellent gifts for men, weddings, and various occasions. Additionally, we created extra pages detailing their brand story and offering advice on how to style these distinctive pocket squares, which not only educated visitors but also contributed positively to their SEO ranking.

In recent years, we have continued to support Otway & Orford with ongoing improvements and updates to their site. This includes integrating new functionalities and applications over time, all aimed at optimising user experience, boosting conversion rates, and enhancing site speed. Our collaborative efforts have ensured that Otway & Orford remains competitive and appealing in the ever-evolving fashion landscape.