Five ways the homepage could feel.
Same products, same prices, same order of sections. Five different art directions, each built as a real page you can scroll. The sweater comes first in every one, the bundle is the default, and nothing here is a template.
Best viewed on your phone: tap a concept and scroll it like a customer would. On a laptop, each concept is shown live inside a phone below.
05 Game night, 7 pm is the one to take into the Shopify build: real people at real tables, the clearest steer to the Complete Set, and the whole schedule device costs nothing in Shopify. Borrow the colorway wall from 04 and the tinted accent from 03. Why, in full.
All five, first screen on a phone
Concept 01
Postcards
A travelogue you can shop
The homepage is a travelogue pinned to a warm-white wall. Every section is a postcard from a place the cards have already been, the sweater is the first thing you pack, and the editions are destinations.
- Photo fronts and address-side backs: product details, prices and buttons live where you would write the address.
- Postmarks and stamps are built from the real roundel; the review postmarks are drawn from the customer's own words.
- The travel photo series the brand already owns does the work: beach, boat, boardwalk, Philadelphia, Italy, Texas sky.
- Type
- Fredoka + Nunito Sans
- Accent, on buttons only
- Sky blue #6BABFF
- The one motion moment
- The hero postcard stamps itself once on load
Critic's read. Best raw conversion mechanics in the set: the earliest button and the snappiest bundle ladder. The critic asked for a straighter, calmer page, which the revision delivered.
Concept 02
The line sheet
Everything in its row
A rational, ruled spec sheet in the spirit of the brand's own wholesale line card: index numerals, hairlines, real tables, large unadorned photography. Warmth comes from the pictures and the voice, restraint from everything else.
- Nine numbered rows, 01 to 09, with the index in the margin, so the page reads like a catalogue you can trust.
- Prices and the cards-versus-tiles comparison are real tables, the most scannable in the set.
- The widest type in the set; the hot-pink button is the only colour that is not a photograph.
- Type
- Syne + Inter
- Accent, on buttons only
- Hot pink #C4187A
- The one motion moment
- Tapping a colorway crossfades the large sweater image
Critic's read. The safest and the fastest page, and the least memorable. The revision gave the mobile colorway wall real garment tiles and moved the button under the headline.
Concept 03
One thread
The only colour is the one you chose
A near-monochrome editorial page, ink on warm white, where the only chroma is the photography, the button, and a single thread of yarn that runs the full length of the page in whatever sweater colour you last tapped.
- One continuous coloured line from the sweater's collar to the email field, changing colour with your choice.
- Soft serif headlines, hairlines and generous whitespace: the most premium-looking page of the five.
- Tap a colorway to see it; tap it again to shop it.
- Type
- Fraunces + Instrument Sans
- Accent, on buttons only
- Navy #17264A
- The one motion moment
- The thread recolours and the sweater crossfades on tap
Critic's read. Highest brand score and the best single idea in the set. Its colorway wall was the weakest of the five; the revision rebuilt it as garment tiles.
Concept 04
The deal
Cards, all the way down
Cards are the interface. Every product, price tier, review and colorway is a card in the brand's real proportions with its real dotted-star border. The hero is a dealt hand of seven sweaters you pick from.
- The seven colorways are a fanned hand; tap a card to hold it up and the button follows.
- The bundle ladder is three hands of increasing size: one card, a card with racks, a full spread.
- Reviews sit on card faces with the real suit art in the corners.
- Type
- Unbounded + Bricolage Grotesque
- Accent, on buttons only
- Green #187A5E
- The one motion moment
- The hero hand deals in once on load
Critic's read. The most original page and the best colorway wall for buying. The critic found it dense and game-like; the revision removed rings from the reviews and fixed the clipped hero labels.
Concept 05 Recommended
Game night, 7 pm
A run of show you can shop
The page is the evening's schedule. Big timestamps mark each section, from 6:30 pm dress for the table to 9:45 pm table talk, the photography is only what a game night actually looks like, and the sweater is what you put on first.
- The only concept whose pictures are people actually playing: the floral table, cocktails, the kitchen-table host.
- The clearest steer to the Complete Set: a boxed default, one filled button, a three-price strip on mobile.
- The timeline maps one-to-one onto Shopify sections, so the device costs nothing to build.
- Type
- Big Shoulders Display + Work Sans
- Accent, on buttons only
- Purple #6B4FBB
- The one motion moment
- The sweater slides in from the closet once on load
Critic's read. The critic's recommended build candidate and mine. Its one flaw, the button below the fold on phones, was fixed in revision; the primary button now sits in the first screen.
