Craft Sportswear is a brand that originated in Sweden and was born out of a passion for athletic performance. Since 1973, when founder Anders Bengtsson perfected the first Nordic baselayer, Craft has been working alongside world-class athletes and everyday heroes to continually design, develop and manufacture cutting-edge apparel and accessories.
Craft's legacy is built on designing and producing technical garments that enhance athletic performance in Nordic climates. We share kindred climates and sporting cultures with Canada.
We embrace the challenges and celebrate the rewards of pushing the limits in dynamic climates. Our products are developed to inspire and encourage the desire to stay outside longer, train harder, and explore further in all four seasons.
Craft's persistent mindset, Nordic roots, commitment to the inspiring movement, and innovative experiences make it possible to break free from whatever is holding you back.
We inspire and enable athletic progress for world champions and everyday heroes.
Our challenge
Make a Swedish brand relevant to a Canadian market
Communicate the launch of new product verticals and their cross-over functionality
Do more than just sell. Given that this was Craft’s first time communicating directly to consumers, our goal was to build an emotive connection with customers as well as a transactional one
Don’t take away from those loyal retailers who have been selling Craft products for years. We had to ensure this site would further the vision, increase exposure and drive sales to smaller retailers across the county
Goals
Storytelling
Act as a storytelling outlet for both products and heritage
Cross Over Functionality
Showcase the flexibility of the Craft product in different sports, push sales into emerging verticals i.e cycling, and show-year round versatility
Canadian Identity
Add a Canadian flavour to the Craft brand and connect with a Canadian market
Drive Revenue
Provide a frictionless platform for Craft Canada’s online sales, support those loyal retailers who stocked the Craft apparel, and tap into the custom sublimation market
Our Solution
Enable & Inspire
Our goal was to reorganize the site structure to provide two primary paths into the site, organizing product and content to both inspire exploration and enable confident purchase decisions.
Enable
Facilitate quick understanding and selection of products beyond the basic size and colour. Provide context at all points along the path to purchase, allowing confident and joyful decisions.
Inspire
Provide an exploratory path that welcomes and introduces visitors to the Craft brand and guides them through the site by presenting relevant (Canadian) stories and information at key moments along the way, always focusing on the ‘why’.
Inspire
Enable
Acheive
Since its launch, Craft has increased its sales month over month
The D2C experience has alleviated gaps in Craft's wholesale business which is typically seasonal
Craft now engages an audience they could not have reached solely through their retail channel
A modern, welcoming experience that combines innovative products with storytelling and lifestyle photography, highlighting our Canadian values and Swedish heritage
Role
Digital AD
Client & Year
Origin
Craft Sportswear
2019
Responsibilities
UX, UI, & IA
Brand Interpretation
Shopify theming
Touchpoints
Craftsports.ca
Shopify integration
Responsive Web