From bike messengers to urban creatives, apparel brand Chrome Industries’ target customers are always in motion. This motion extends to how they explore brands on the Internet, through organic searches, social media platforms, and advertising and editorial content. Realizing that visitors would be landing on the site from all kinds of channels, San Diego-based design firm BASIC created Chrome Industries’ new site to welcome them no matter how they get there. Once selecting bags, clothing or footwear on the primary navigation, a dropdown menu offers direct pathways to subcategories, ensuring that visitors quickly get to the products they’re looking for. From these subcategory pages, customers can click on specific thumbnails to be taken to a product page—or they can flip through a gallery carousel, changing the color of each product, and add it to their carts right from the subcategory page. This feature guarantees a fluid, nonstop e-commerce experience for Chrome Industries’ customers.
The site also includes multiple brand narratives for specific cities, called “Chrome Hubs,” which provide relevant, engaging content that inspires visitors to explore their environment. “Our strategy and design is consistent with the Chrome brand and quality of products: making the complex, simple,” says Jason Kaufmann, communications manager at BASIC. “The digital omnichannel experience brings the brand into focus in our fully responsive, flagship site.” Built in HTML5, Javscript and SCSS, BASIC utilized the GreenSock Animation Platform, jQuery, Modernizr and Plyr, as well as custom code, to create the site’s interactive features. The final site was built with the help of Demandware, Inc.