BALANCE ATHLETICA
A fresh Shopify Plus store for inclusive activewear brand Balance Athletica and its sister line, Vitality x Balance.
Services
- Discovery
- Creative direction
- UX and UI design
- Shopify Plus development
- Email marketing
The ask
Balance Athletica makes activewear for every body shape, size and background, and that mission has earned it a big following on social media. The website had not kept pace. It looked dated, it was hard to find your way around, and the brand felt different from one page to the next.
There was a second brand to think about too. Vitality x Balance, made by women for women under the line “be the change,” runs alongside the main collections, and its shopping experience needed the same care. Balance wanted a site where their followers could land, feel at home and buy.
Tech partners
- Shopify Plus
- Klaviyo
- Dynamic Yield
- Signifyd
- Yotpo
- Gorgias
The solution
We began with discovery, looking at what the brand did well and where the old site got in the way. From that we wrote a production plan covering the new site structure and content types, and our designers put together a few creative directions to choose from.
Once Balance picked a direction, we designed and built the new store. Moving between Balance and Vitality x Balance became much simpler, the collection and product pages were cleaned up, and the brand story now shows up across the whole site.
Behind the scenes, we set up back-in-stock emails in Klaviyo for sold-out products, and used metafields to give Vitality a homepage of its own that still feels connected to Balance.
Product drops
We added a countdown page for launches. An hour before a release, the team can switch on a Coming Soon page with a timer and a sign-up form for email and text alerts, then publish the product when the clock runs out.
Easier colour switching
On the old site, moving between colours of the same product was awkward. We grouped products by type and style, so shoppers can switch colourways in one tap.
After launch
Balance kept working with us once the site went live. That includes personalisation and A/B testing in Dynamic Yield, so the store keeps improving based on how shoppers actually use it.
Clean layouts
We gave the product imagery more room, simplified every page and made it easy to move between Balance and Vitality without getting lost.
