A focus on the brand experience brings a bold vision to life for these insanely comfortable Apple Watch bands

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The Challenge

What started out as a class project turned into a highly successful Shopify store. Selling insanely comfortable Apple Watch bands, Braxley was ready to evolve their website experience and send their visitors on a seamless and thoughtful journey. The goal was to show off their spunky and stylish products, while highlighting the very values that made their bands a cult favorite.

Our Approach

Braxley Bands aims for everyone to live with originality, and it was important for the new site design to reflect this core value. With so many competitors in the Amazon market, it was important to create a strong enough site experience to persuade users to buy from them directly. We did this by zoning in on their brand experience, highlighting their core differentiators, and making it as easy as possible for visitors to hit buy once they land on the site.

What We Worked On

  • UX Design
  • Visual Design
  • Email Marketing
  • Custom Development
  • Experience Optimization


The homepage is typically seen as the face of the online storefront, and in the case of Braxley Bands, this couldn’t be more true: the majority of their visitors first arrive here.

That’s why a bold homepage that speaks to key product benefits was a no-brainer. Features like machine washable, extremely stylish (basically art) and incredibly comfortable help visitors understand straight away what makes this product so unique.

We also wanted visitors to gain a good sense of who Braxley is as a brand, and what they stand for. That’s a main reason we call out their mission to plant 100,000 trees by the end of this year on the homepage. It gives readers a chance to care about their story, and offers them another reason to buy.

When it came to their product pages, it was important to focus on key information at the top. By calling out sizing and pricing right away, visitors aren't distracted from the sale. Using bullet points and condensing the product descriptions means users aren't overwhelmed with content and can quickly make a decision.

We give prominence to a visual sizing guide to help reduce return rate, and highlight social proof to elevate trust with the brand. These changes have helped this brand stand out, giving users a chance to learn who they are, and what they're all about.