hawksshop.com
Role
E-Comm Director
Creative Director
Service
Site Design
Commerce Platform Management
Omnichannel Integration
Campaign Design
I was tasked with operating, designing, and marketing the e-commerce platform for the Atlanta Hawks. The first step included a complete redesign and moving onto the Shopify Plus platform. The focus was to highlight the city’s culture, intuitive navigation for customers, and showcase different categories with a clean aesthetic. To accomplish this, a mixture of bold player and lifestyle imagery led the hierarchy accompanied by clean text. Categories and product pages were made simple to navigate as the target audience ranges from all fans who enjoy Hawks basketball.
Features on the site included integration through all owned channels, loyalty program and dedicated member page for season ticket holders, and exclusive product launches.
With the incorporation of data-backed marketing, cross-channel strategy, and an emphasis on powerful imagery, the redesign has shown great success. Total sales have increased +108% from LY. Store sessions have increased +55% from LY. Brand presence has notably increased and can be seen throughout every page.
At the homepage, you're met with a large hero image to keep your focus on the main story with a secondary banner just above the fold for continued interest. Product carousels offered white space for contrast and quick access to popular items.
At the homepage, you're met with a large hero image to keep your focus on the main story with a secondary banner just above the fold for continued interest. Product carousels offered white space for contrast and quick access to popular items.
Keeping the navigation digestible for customers was important with over 500 SKUs in our seasonal inventory. Incorporating lifestyle images within the navigation bar created a deeper interest in new arrivals and added a greater brand presense.
Keeping the navigation digestible for customers was important with over 500 SKUs in our seasonal inventory. Incorporating lifestyle images within the navigation bar created a deeper interest in new arrivals and added a greater brand presense.
A combination of both lifestyle and laydown imags were used to display product. Product on models made sizing more accurate, highlighted featured product, and connect with marketing seen through other owned channels.
A combination of both lifestyle and laydown imags were used to display product. Product on models made sizing more accurate, highlighted featured product, and connect with marketing seen through other owned channels.
Product detail pages featured a 2-column layout with imagery taking majority of the shared space. Product details are clear for customers to see and navigate. As you move through the page, brand elements are layered throughout generating excitement for the product and soon to be purchase.
Product detail pages featured a 2-column layout with imagery taking majority of the shared space. Product details are clear for customers to see and navigate. As you move through the page, brand elements are layered throughout generating excitement for the product and soon to be purchase.
hawksshop.com
Role
Creative Director
E-Comm Director
I was tasked with operating, designing, and marketing the e-commerce platform for the Atlanta Hawks. The first step included a complete redesign and moving onto the Shopify Plus platform. The focus was to highlight the city’s culture, intuitive navigation for customers, and showcase different categories with a clean aesthetic. To accomplish this, a mixture of bold player and lifestyle imagery led the hierarchy accompanied by clean text. Categories and product pages were made simple to navigate as the target audience ranges from all fans who enjoy Hawks basketball.
Features on the site included integration through all owned channels, loyalty program and dedicated member page for season ticket holders, and exclusive product launches.
With the incorporation of data-backed marketing, cross-channel strategy, and an emphasis on powerful imagery, the redesign has shown great success. Total sales have increased +108% from LY. Store sessions have increased +55% from LY. Brand presence has notably increased and can be seen throughout every page.
Service
Site Design
Commerce Platform
Management
Omnichannel Integration
Campaign Design