DATE
01/06/2023
Analysis – Performance & Responsiveness
As a youth-driven denim brand, Certain needed a site experience that matched the energy and aesthetic expectations of its audience. While the existing Shopify setup offered the basics, the visual language and functionality weren’t aligned with the brand’s identity. We stepped in to rebuild the site’s foundation with a fresh, expressive and high-performing theme that better reflected its tone.
Performance
Theme Optimization: We implemented a high-speed, lightweight Shopify theme with a clean codebase designed for smoother interactions and faster load times.
Enhanced Visual Hierarchy: The new design uses bold typography, engaging visuals, and structured layout principles that align with the Gen Z aesthetic while driving conversion.
Shopify-Native Customizations: We optimized the product structure, homepage blocks and collection filters without relying on third-party plugins — ensuring long-term stability and speed.
Responsiveness
Mobile-First Redesign: With a young audience engaging primarily via mobile, we focused on touch-friendly layouts and quick-access navigation.
Dynamic Product Browsing: The new layout supports seamless interaction, enabling users to switch between styles and product views intuitively on all devices.
Problem – Site & Service Improvement
Before our involvement, Certain had a functioning Shopify store but one that lacked cohesion between its digital presence and brand narrative. The theme didn’t express the brand’s personality, and the UX didn’t support easy navigation or product discovery. There was also limited strategic use of funnel logic in paid advertising efforts.
Site Issues
Uninspired Theme Design: The previous theme didn’t reflect the bold, culture-driven nature of the brand and offered limited customization options.
Fragmented UX: The site lacked a conversion-focused structure, making product discovery and checkout less intuitive than necessary.
Brand Misalignment: Certain's storytelling potential was diluted by a generic design and underutilized content sections.
Solution – Communication & Deployment
The relaunch of Certain’s Shopify store wasn’t just about aesthetics it was a strategic upgrade designed for long-term brand growth. We worked closely with the brand to align on voice, tone, and functionality. Post-deployment, our involvement extended to paid media funnel strategy and PR direction for brand visibility in the local market.
Communication - Deployment
Design-Driven Collaboration: Frequent reviews and content audits ensured that every element of the redesign served the brand’s identity and customer flow.
Marketing Alignment: We helped synchronize organic and paid efforts, suggesting PR campaign angles and brand placements.
Flawless Theme Transition: The new site launched without disruption, with all product data and core Shopify integrations carried over smoothly.
Performance Lift in Local Campaigns: Our full-funnel Meta Ads strategy contributed to higher engagement and stronger conversion rates in the domestic market.
