Creating a digital storefront for a premium haircare brand
Mr Smith is a premium Australian haircare brand with customers extending well beyond the Australian market. Its website needed to do more than display products. It needed to translate a distinctive brand identity into a digital shopping experience while supporting international ecommerce growth.
Mr Smith
Website Development · Ecommerce · UX · Conversion
Website + Landing · Creative Direction
The challenge
Premium brands require a careful balance between visual presentation and commercial performance. An ecommerce website can look beautiful but still make products difficult to discover or purchase.
The goal was to create an experience that preserved the strength of the Mr Smith brand while giving customers a clear path from discovery to product selection and purchase.
The approach
Digicue developed the ecommerce website around the customer journey. Product presentation, navigation, content hierarchy and purchase pathways were considered as parts of the same experience.
The website also needed to provide a strong foundation for paid acquisition, allowing customers arriving from Google and Meta campaigns to move naturally from advertisement to product.
The outcome
The finished website became both a brand destination and a commercial platform capable of supporting Mr Smith’s broader ecommerce and international growth strategy.
Rather than separating website development from marketing, the platform was built with the wider customer acquisition journey in mind.
Growth System layers involved
2 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
Other projects
Mr Smith
Managing paid acquisition across Australia, the United States and Europe.
The Artisans Bottega
Connecting ecommerce, advertising, SEO, email and tracking to build a complete digital growth system.
Emma & Tom’s
Turning existing brand equity and new customer discovery into measurable ecommerce revenue.
Want to know what your own case study would say?
The free growth plan is the first chapter: what is working, what is disconnected and what to fix next.