HOONIGAN

The wildly popular Gymkhana series, filled with aggressive and stunningly cinematic footage of trick driving and automotive aeronautics, has placed Hoonigan at the forefront of a subculture dedicated to going fast and breaking things.

PROJECT

Shopify Website

AGENCY
Guidance

SERVICE

User Interface Design, Responsive Design

Challenges

I. Create a Shopify site that improves the overall performance of the Hoonigan store.

II. Weave the eCommerce and heavy media content of the site together in a way that cohesively tells the brand story.

III. Visually communicate the raw, adrenaline-fueled personality of the company.

IV. Provide an effortless, enjoyable path through latest videos and articles to encourage daily visits by return users.

SOLUTIONS

I. Using a stark and minimal Shopify theme and layering in eCom best practices elevates the product detail page experience. The strong white space and high contrast retains the edginess of the brand while streamlining important purchasing elements.

II. Introducing lifestyle product imagery in conjunction with flat lays marries the visual style of the media content to the eCom promos in a way that feels natural and appropriate. Strategically placing product in the midst of articles and videos pertaining to that line of merchandise makes the transition from consuming media to shopping seamless.

III. Immersive videos, bold typography, irreverent headlines, extreme image crops and an avalanche of high quality media content all serve to reveal the tough-yet-fun essence of the brand.

IV. Autoplaying a muted, full-width video at the top of the homepage draws the user into the day's freshest content. Reverse-chronological videos and articles are displayed right underneath, allowing users find the most recent posts at a glance. The structure of the navigation prioritizes media content and makes it easy for repeat visitors to find their favorite Hoonigan shows with one click.

Responsive UI design gives users an exceptional experience on every device.

The shopping experience is interwoven with article and video content, surfacing relevant products to the user contextually.

Oversized, wide-screen article formats allow the award-winning photography to shine throughout.

The Shop page puts the style and irreverence of the brand center-stage.

Fully responsive UI strategy supports makes it easy to shop and watch content from any device.