The Challenge
Emerson by Avery is a children's art brand built around the creativity of a 7-year-old artist. Every piece in the store brings a slice of a child's colorful world into yours. The brand story was compelling, but the store was not telling it.
The existing site felt like a generic print-on-demand template. The design did not reflect the warmth and personality of the brand. The mobile experience was particularly weak, with clunky navigation, slow loading product images, and a checkout flow that felt disconnected from the rest of the store. For a brand that sells art and emotion, the store was not creating either.
What I Built
A premium mobile-first redesign that transformed the store from a POD template into an editorial boutique experience. Every design decision was made to let the art speak first and the commerce follow naturally.
- Editorial homepage layout with large hero imagery that immediately showcases Avery's artwork. The "Art Made with Heart" headline is the first thing visitors see, setting the emotional tone before any product is shown.
- Custom product presentation designed to display art products in context. Instead of flat product photos on white backgrounds, the layout gives each piece room to breathe with generous spacing and complementary backgrounds.
- Streamlined navigation rebuilt from scratch for mobile. The menu structure was simplified from 8+ top-level items to 4 clear paths: Shop, Collections, Meet Avery, and Contact. Every tap gets the customer closer to a purchase.
- Brand story sections built as custom Liquid sections. The "Meet Avery" content is woven throughout the store, not hidden on a separate about page. Customers connect with the artist before they buy, which builds trust and emotional investment.
- Trust elements including a stats bar (500+ happy customers, 45+ designs, 5.0 rating) positioned above the fold to establish credibility immediately.
- Mobile-first responsive design where every section was designed for phone screens first, then scaled up for tablet and desktop. No content is hidden on mobile, no horizontal scrolling, no tiny tap targets.
Technical Approach
The redesign was built entirely in Liquid with custom CSS. No page builder apps, no external dependencies. This keeps the store fast and gives the client full control through the Shopify theme editor.
Custom sections include reusable blocks so the client can update featured products, hero images, and promotional content without developer help. The stat counters, product grids, and collection displays are all configurable through the theme editor's section settings.
The Result
The store went from a generic POD template to a premium boutique that matches the quality and personality of the artwork it sells. Better mobile UX, stronger brand presence, improved product presentation, and a customer journey that feels intentional from the first tap to checkout.
The redesign gave Emerson by Avery a digital presence that parents and gift buyers actually trust. When you are selling a child's artwork, trust and emotion are everything. The store now delivers both.