Calling
Creating a more engaging experience for clean beauty. We redesigned Calling Beauty’s Shopify store to bring its clean beauty philosophy to life through distinctive design and intuitive product discovery.
Results
Measurable impact
- Full Shopify design
- 1
- Reworked the website to better reflect Calling’s founder approach, values and brand identity
- Audience-led approach
- +53.4%
- increase in user engagement
- Visits
- +68.7%
- Increase in sessions from organic search after campaign launch
Project Overview
A beauty brand built around honest conversations
Calling is a skincare brand with a clear ambition: to make clean beauty part of everyday wellbeing. Its identity draws inspiration from honest conversations about beauty, helping create a welcoming space for its community.
The brand approached FDRY for a complete website redesign. The existing experience needed a stronger connection to the founders’ vision, as well as a clearer journey for customers discovering the products.
We set out to create a digital experience that felt distinctive, engaging and easy to use. It also needed to give the Calling team the flexibility to update content and promotions as the brand developed.
Approach and Process
Bringing the brand’s personality into every interaction
We began with workshops to understand Calling’s values, audience and ambitions. Alongside this, we reviewed the existing website and researched the market to identify opportunities to improve the experience.
This helped us establish a design direction that reflected the brand’s personality. We then carried that direction across the Shopify store, using considered layouts, custom content blocks and subtle micro-animations to create a more engaging experience.
Next, we refined the customer journey. Clear navigation and focused product pages helped guide visitors towards the products, while keeping the brand story present throughout.
We also developed a flexible backend with custom fields. This gave the Calling team greater control over content and promotions, while making ongoing updates easier for both the client and FDRY.
Outcome
A flexible Shopify store that puts the brand first
The redesigned website gives Calling a more cohesive digital presence. Its clean, considered design reflects the brand’s values of community, wellness and clean beauty.
Meanwhile, the improved navigation and product journeys make it easier for customers to discover the range. Custom content blocks and micro-animations add personality without getting in the way of usability.
The flexible Shopify backend also gives the team greater control over the store. They can update content and promotions more easily, creating a platform that can continue to evolve with the brand.
