Independent brand · Ecommerce
- Merchandising
- Store architecture
- Shopping funnels
Blue Ocean Designs
Turning an artist's extensive design catalog into a lifestyle storefront people can actually explore.
01 · The problem
A large catalog without one clear way to shop it.
Hundreds of products were spread across multiple Etsy storefronts and Spoonflower, with no coherent way to browse Walt Smith's artwork across product types. A shopper might like a design without discovering the other products, rooms, and looks built around it.
02 · What changed
The art became the organizing idea.
We reorganized the store around departments, artwork collections, matching looks, and seasonal shopping intent. That creates more than one useful path through the same catalog: by product, by design, by occasion, or by the feeling a customer wants to create.
03 · What we built
Ecommerce storefront
A primary home for the brand and its product catalog.
Shop by Design
A way to follow one artwork across products and categories.
Category architecture
Departments and collections shaped around shopping behavior.
Matching funnel
Curated routes from one product or pattern to a coordinated look.
Seasonal destinations
Holiday and resort pages with a focused shopping context.
Artist storytelling
Space for the artist, the work, and conservation story.
04 · What launched
One catalog, with four deliberate ways to shop it.
- Product departments Apparel, accessories, and home goods organized into recognizable shopping categories.
- Shop by Design Collections that carry one artwork across multiple products and categories.
- Matching looks Curated routes that bring coordinated products and patterns together.
- Seasonal and occasion pages Focused destinations for holiday, resort, and other timely shopping moments.