Gibraltar Hardware
Shopify Theme Design
Summary
Gibraltar Hardware is a globally recognized brand with deep roots in the music industry, developing drum thrones, racks, stands, pedals and accessories for the most demanding musicians.
The Problem
The site lacked the tools to meet the brand's UX expectations or support the complex product taxonomy Gibraltar requires. Further, with many sponsored recording artists, there was no structure to feature them and aid in product discovery. The site struggled to convert and educate users effectively.
The Solution
Electric Eye began the engagement with Gibraltar Hardware through a branding process to solidify their cohesive visual identity. Subsequently, Electric Eye worked with Gibraltar Hardware to help realize their UX goals and robust content needs by customizing key templates and improving navigation, taxonomy, and user flows. A structured system was built to feature sponsored recording artists on custom page templates. Blog articles were customized to integrate product merchandising directly within the content. The store was also outfitted with new B2B capabilities to help scale the business.
