Reviving the brand’s gritty roots to co-exist with a robust set of merchandising tools in a stream-lined purchase path.
The key objectives of Volcom’s site re-design was simply to evolve their brand while increasing conversion. Over the years, Volcom has evolved from being the out-there/edgy brand to one that was more mainstream (for various reasons). While focusing on the e-comm experience, Volcom asked us to bring back some of the old character, and inject life into the brand that they once had: the edge, the randomness, and the more artistic expression. The resulting site was largely in accordance to best practices, but we injected a lot of non-intrusive canvases for their artists (and culture) to shine through without compromising conversion. This would give them opportunity to illuminate the work their internal studio and network of supported artist regularly create.. and work that might not be used else where.