Content-led commerce for a slow-living brand — search, filter, and stories merged.
Content architecture + UX
The problem
A slow-living brand sitting on hundreds of blog posts, products, and seasonal stories with no architecture connecting them. Visitors couldn’t find anything; the SEO surface was leaving real organic traffic on the table.
The approach
Rebuilt the IA from scratch — products, journal, and seasonal collections all share a single tagging system. A new shop-filter UX lets visitors browse the way they actually shop. Warm visual register, intentionally different from the clinical DTC default — range that says a designer can hold more than one mode.
The outcome
Organic search traffic doubled in the first 8 weeks post-launch. Average session duration up 47% as content and commerce finally pulled in the same direction.
Outcomes worth measuring
- 2×Organic traffic
- +47%Session time
- 8 wksTime to lift
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