Based in Milwaukee, Wisconsin, Moral Code is a premium men’s footwear and accessory brand that delivers its goods directly to consumers, ensuring that leather goods are always accessible and attainable. The fashion brand tapped Madison, Wisconsin–based ad agency Shine United to create its identity from scratch and design a material suite that included this website, an online channel for consumers to purchase its product and learn more about Moral Code’s story. Bold headlines and large, sophisticated style imagery—by photographers T. Harrison Hillman and Scott Lanza—establish the overall tone and personality of the brand, and the fonts, line work and white space give the site a luxurious feel. Using the WordPress CMS and the e-commerce platform WooCommerce on the site, Shine United developed a navigation system that brings visitors directly to Moral Code’s products; the homepage features every shoe on the site, enabling customers to quickly browse the fashion brand’s selection.