STIX
STIX was growing as a premium grip sock brand, but their website wasn't reflecting their quality or serving evolving customer needs. With new inventory arriving and increasing wholesale/custom order requests, they needed a strategic redesign that elevated their D2C experience while opening new revenue channels. I redesigned their entire Shopify site with improved branding, better user experience, and strategic positioning for wholesale and custom orders.
STIX was growing as a premium grip sock brand, but their website wasn't reflecting their quality or serving evolving customer needs. With new inventory arriving and increasing wholesale/custom order requests, they needed a strategic redesign that elevated their D2C experience while opening new revenue channels. I redesigned their entire Shopify site with improved branding, better user experience, and strategic positioning for wholesale and custom orders.
STIX was growing as a premium grip sock brand, but their website wasn't reflecting their quality or serving evolving customer needs. With new inventory arriving and increasing wholesale/custom order requests, they needed a strategic redesign that elevated their D2C experience while opening new revenue channels. I redesigned their entire Shopify site with improved branding, better user experience, and strategic positioning for wholesale and custom orders.
STIX was growing as a premium grip sock brand, but their website wasn't reflecting their quality or serving evolving customer needs. With new inventory arriving and increasing wholesale/custom order requests, they needed a strategic redesign that elevated their D2C experience while opening new revenue channels. I redesigned their entire Shopify site with improved branding, better user experience, and strategic positioning for wholesale and custom orders.
Client
STIX
Year
2025
Category
BRAND & E-COMMERCE DESIGN
THE CHALLENGE
THE CHALLENGE
STIX's existing website had several broken pages and outdated design that didn't match their premium product quality. The founder was receiving increasing wholesale and custom order inquiries but had no clear way to showcase these capabilities. With major inventory arriving by August, they needed an elevated D2C experience that could handle growth while strategically positioning new revenue opportunities without losing focus on their core customer base.
STIX's existing website had several broken pages and outdated design that didn't match their premium product quality. The founder was receiving increasing wholesale and custom order inquiries but had no clear way to showcase these capabilities. With major inventory arriving by August, they needed an elevated D2C experience that could handle growth while strategically positioning new revenue opportunities without losing focus on their core customer base.
STIX's existing website had several broken pages and outdated design that didn't match their premium product quality. The founder was receiving increasing wholesale and custom order inquiries but had no clear way to showcase these capabilities. With major inventory arriving by August, they needed an elevated D2C experience that could handle growth while strategically positioning new revenue opportunities without losing focus on their core customer base.
THE CHALLENGE
STIX's existing website had several broken pages and outdated design that didn't match their premium product quality. The founder was receiving increasing wholesale and custom order inquiries but had no clear way to showcase these capabilities. With major inventory arriving by August, they needed an elevated D2C experience that could handle growth while strategically positioning new revenue opportunities without losing focus on their core customer base.
DISCOVERY & INSIGHTS
DISCOVERY & INSIGHTS
Conducted stakeholder interviews and competitive analysis of premium athletic sock brands to understand market positioning. Performed heuristic evaluation of existing site and analyzed customer journey to identify conversion bottlenecks in the D2C experience.
Key insight: STIX needed to maintain their strong D2C focus while subtly integrating wholesale and custom order messaging. The solution required elevating the brand presentation to match product quality while creating clear pathways for different customer types without overwhelming the primary shopping experience.
Conducted stakeholder interviews and competitive analysis of premium athletic sock brands to understand market positioning. Performed heuristic evaluation of existing site and analyzed customer journey to identify conversion bottlenecks in the D2C experience.
Key insight: STIX needed to maintain their strong D2C focus while subtly integrating wholesale and custom order messaging. The solution required elevating the brand presentation to match product quality while creating clear pathways for different customer types without overwhelming the primary shopping experience.
Conducted stakeholder interviews and competitive analysis of premium athletic sock brands to understand market positioning. Performed heuristic evaluation of existing site and analyzed customer journey to identify conversion bottlenecks in the D2C experience.
Key insight: STIX needed to maintain their strong D2C focus while subtly integrating wholesale and custom order messaging. The solution required elevating the brand presentation to match product quality while creating clear pathways for different customer types without overwhelming the primary shopping experience.
DISCOVERY & INSIGHTS
Conducted stakeholder interviews and competitive analysis of premium athletic sock brands to understand market positioning. Performed heuristic evaluation of existing site and analyzed customer journey to identify conversion bottlenecks in the D2C experience.
Key insight: STIX needed to maintain their strong D2C focus while subtly integrating wholesale and custom order messaging. The solution required elevating the brand presentation to match product quality while creating clear pathways for different customer types without overwhelming the primary shopping experience.
SOLUTION DESIGN
SOLUTION DESIGN
Redesigned the entire Shopify site with strategic focus on D2C excellence while accommodating business growth. Created comprehensive brand system including refined logo, color palette, and typography that communicates premium quality. Restructured information architecture to serve direct consumers primarily, with strategic wholesale and custom order integration. Developed mobile-first design optimized for fitness-focused demographic and improved product storytelling to showcase grip technology benefits.
Redesigned the entire Shopify site with strategic focus on D2C excellence while accommodating business growth. Created comprehensive brand system including refined logo, color palette, and typography that communicates premium quality. Restructured information architecture to serve direct consumers primarily, with strategic wholesale and custom order integration. Developed mobile-first design optimized for fitness-focused demographic and improved product storytelling to showcase grip technology benefits.
Redesigned the entire Shopify site with strategic focus on D2C excellence while accommodating business growth. Created comprehensive brand system including refined logo, color palette, and typography that communicates premium quality. Restructured information architecture to serve direct consumers primarily, with strategic wholesale and custom order integration. Developed mobile-first design optimized for fitness-focused demographic and improved product storytelling to showcase grip technology benefits.
SOLUTION DESIGN
Redesigned the entire Shopify site with strategic focus on D2C excellence while accommodating business growth. Created comprehensive brand system including refined logo, color palette, and typography that communicates premium quality. Restructured information architecture to serve direct consumers primarily, with strategic wholesale and custom order integration. Developed mobile-first design optimized for fitness-focused demographic and improved product storytelling to showcase grip technology benefits.
IMPACT & RESULTS
IMPACT & RESULTS
Enhanced D2C Experience: Elevated brand presentation now matches premium product quality
Mobile Optimization: Improved mobile experience for fitness-focused target audience
Revenue Channel Expansion: Clear pathways for wholesale and custom order inquiries
Brand Consistency: Cohesive visual system across all touchpoints
Technical Improvements: Fixed broken pages and optimized site performance
Scalable Infrastructure: Site architecture ready for August inventory expansion
Enhanced D2C Experience: Elevated brand presentation now matches premium product quality
Mobile Optimization: Improved mobile experience for fitness-focused target audience
Revenue Channel Expansion: Clear pathways for wholesale and custom order inquiries
Brand Consistency: Cohesive visual system across all touchpoints
Technical Improvements: Fixed broken pages and optimized site performance
Scalable Infrastructure: Site architecture ready for August inventory expansion
IMPACT & RESULTS
Enhanced D2C Experience: Elevated brand presentation now matches premium product quality
Mobile Optimization: Improved mobile experience for fitness-focused target audience
Revenue Channel Expansion: Clear pathways for wholesale and custom order inquiries
Brand Consistency: Cohesive visual system across all touchpoints
Technical Improvements: Fixed broken pages and optimized site performance
Scalable Infrastructure: Site architecture ready for August inventory expansion
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