Web Design
Giving Vibes Shades a site that speaks its language
High-performance eyewear, without the retail markup. For people who live loud and move fast.
The story
Sunglasses are the most commoditised category in fashion. When Vibes Shades came to us the brand was running on paid traffic, discounts and one-time buyers, and the site converted at 1.3%. The missing asset was an identity, and the conversion rate was telling us so.
So we went looking for one, in the only place it could honestly come from: the brand's own words. We read the old site line by line, hunting for anything that didn't sound like every other eyewear label. One line did. It said sunglasses shouldn't have to carry the markup that retail shelves and distributors add. That was the manifesto, already written, just buried three scrolls down.
A second line sat in the homepage banner: Milan to Tokyo, Miami to Barcelona. It was there to say the brand ships worldwide, which the site never actually said plainly. We read it as a description of the person wearing the glasses instead.
That gave us the position. High-performance eyewear, without the retail markup, for a high-velocity life. For people who live loud, move fast, and need one pair that travels well. The specs already backed it: polarised lenses, UV400, aviation-grade hinges, featherweight. Not fast fashion at street prices. Sunglasses with a stance.
The gap
The brand leaned on paid traffic and discounting to move a product shoppers could find anywhere. Nothing on the site argued for Vibes Shades over the next tab, price was doing the whole job, and the pages that had to convert (home, product, collection, cart) each leaked in their own way.
What we built
- A new logo, built to sit on something moving rather than on a shelf.
- The site rebuilt around the manifesto, with the markup argument repeated at the moments where price is decided.
- Performance details throughout: HUD panels, GPS coordinates, an airport-board cadence in the type, spec callouts that read like instruments.
- A site glossary that turns the manifesto into navigation: Collections became Series, About became the Manifesto, the FAQ became Signal Check.
- A CRO review framework that scored every page design before it was built, so each page shipped with one job.
- Landing page fixes and per-variant galleries, so shoppers see the exact shade they are choosing.
- Every image on the site regenerated, so the whole catalogue reads as one brand rather than a mix of supplier shots.
What moved
The work
The brand book the site was built from: manifesto, design language, type and colour.
