InkAddict’s collection pages were visually immersive. Each release opened with campaign imagery, a distinct attitude, and a story that helped customers understand what the collection represented.

The problem was that customers had to move through too much of that story before they could see the products. The campaign and the shopping experience had become two separate stages.

I redesigned the experience around a new rule: the story and the product should appear together within the first part of the page. The new structure preserved the personality of Black Sheep, INK, and Keep These Pure Souls while giving customers a faster path from interest to product discovery.