Rails Clothing x Pattern

WE LEARNED —

Organic growth is at its most powerful and valuable when brands are able to align their values, vision and point of view in fresh and unique ways across digital and physical experiences.

IMPACT —

+36%

+90%

+77%

Conversion rate

Overall revenue

Add-to-cart rate

AWARDS & RECOGNITION —

"Everyone is really pleased, and very happy about speed and conversion so far. Definitely a huge step up and opens up lots more opportunity for the brand!"

Cal Bouchard
eCommerce Director
Rails Clothing

THE ASK —

As one of the fastest growing brands in retail, Rails Clothing has spent the past few years investing heavily in product development, fabric innovation and physical retail in prime locations. With new product programs launching in denim, outerwear and accessories, Rails approached us to redesign their eCommerce site to better scale with their ambitions and align more closely to the brand ethos & vibe.

INTERESTED IN WORKING WITH US? —

Let's talk about what's next for you.

WHAT WE DID & HIGHLIGHTS —

With a view toward evolution and a better digital articulation of the Rails brand, we honed in on an experience strategy that centered on a few key strategic pillars:

Brand continuity across touchpoints
Balance between culture & commerce
Shoppable visual stories & fashion edits
Growth & scale combined with agility

With Rails being fast growing brand with global ambitions, rock-solid information architecture and elegantly simple & scalable user experience models were the foundation of our design approach. The core UX of the site combines singularly immersive moments and stories with powerful and intutive functionality that drives deep engagement and conversion from browsing to checkout.

With multiple catalog drops per season and a wide array of styles, we knew we had to craft a digital design language that was consistent but flexible. We worked with the Rails team to get to the core of their brand identity, identifying and designing evergreen systems and components for brand continuity while giving their teams flexibility in content models and styling to bring special moments to life across new seasons and new product relases.

The resulting launch fuses the California-meets-European Rails brand with a laid back, effortless, contemporaty feel while also evoking the sharp edits and polished curation of high-end fashion.

Art Direction
Content Mapping
UX Design & Visual Design
Design for Shopify Plus Storefront 2.0

LET'S TALK —

Bring us your vision and let's create something amazing together.