EssentialPhoto.

We designed and developed a Shopify Plus website built around clarity, speed, and ease of use.

With a broad product range and a customer base that often knows exactly what it is looking for, the experience needed to feel efficient without losing merchandising opportunities.

We created a flexible design system, clearer collection structures, and consistent product page patterns that support both browsing and intent-led shopping.

The site gives EssentialPhoto a stronger ecommerce foundation, while remaining adaptable enough to support promotions, new ranges, and future growth.

Navigation played a central role in the project.

EssentialPhoto carries a wide mix of brands, categories, and specialist equipment, so the desktop experience needed to help customers find products quickly without feeling overloaded.

We reworked the structure to create clearer pathways into key categories, featured ranges, and promotional areas, balancing depth with usability.

This gives users faster access to what they need while giving the business more control over how products and priorities are surfaced.

Campaign activity is a key part of how EssentialPhoto promotes new launches, seasonal offers, and high-priority categories.

We created a system that allows campaigns to roll out across the homepage, collection pages, and more immersive themed takeovers, helping the brand create stronger moments throughout the year.

Each campaign can be adapted to suit different commercial goals, whether that is driving traffic to featured products, increasing visibility of selected ranges, or supporting time-sensitive promotions.

The approach keeps the site feeling active and responsive without losing consistency.

A significant share of traffic comes through mobile, so the experience needed to work just as hard on smaller screens.

We simplified navigation, tightened page hierarchy, and made key interactions easier to use with faster access to categories, filters, and product information.

Product cards, calls to action, and core page layouts were all designed to remain clear and effective across devices.

The result is a mobile experience that feels considered, quick to navigate, and built to support conversion without friction.

Alongside the ecommerce platform, we supported EssentialPhoto with paid media and social campaigns designed to bring more qualified traffic into the site.

Activity was shaped around product launches, category priorities, and seasonal demand, with creative tailored to the channels and audiences being targeted.

By aligning campaign messaging more closely with on-site landing experiences, we were able to create a more connected acquisition journey.

This gives the business a stronger platform for sustained growth, not just short-term spikes.

Email marketing became an important part of the wider growth strategy.

Using Klaviyo, we helped create campaigns and automated journeys that support both immediate sales and longer-term customer value.

This included promotional sends, new product communications, and flows designed to welcome, nurture, and re-engage customers at different stages of the lifecycle.

With better segmentation and stronger visual consistency, email became a more effective channel for repeat revenue and ongoing customer engagement.

EssentialPhoto also needed a setup that could support the business beyond the main ecommerce site.

We introduced an integrated POS and trade-focused approach that helps the team manage exhibitions, events, and in-person selling more effectively.

This gives staff access to the products and tools they need in live environments, while keeping the wider customer and stock experience aligned with the main platform.

It creates a more connected relationship between digital commerce and real-world sales activity.