Speedo is one of the world's most recognised performance swimwear brands — but their digital presence hadn't kept pace with their reputation. With a full replatforming project on the horizon, this was a self-initiated piece of work: a forward-looking design exploration to demonstrate what moving to Shopify could genuinely mean for the brand, and to give the teams involved a clear and inspiring vision of what was possible.
Speedo's existing e-commerce platform, built on a THG template, was limiting the brand creatively and commercially. With a migration to Shopify in the pipeline, I initiated this project independently — with the goal of showing design and development teams how the transition could be used as a genuine opportunity, not just a technical lift-and-shift. The focus was on Category Landing Pages and Product Listing Pages as the spaces where brand, discovery and conversion all meet.
Rather than simply mapping existing content onto a new platform, the work explored how a Shopify environment could unlock a more editorial, performance-driven approach to page design — one that would improve the visual experience, make shopping easier and more intuitive, and ultimately help grow Speedo's online audience. AI-generated imagery was used alongside existing brand assets to hint at how new technology could play a role in keeping the brand creatively sharp and future-facing.
This was a self-initiated design project, developed to provide direction and inspiration ahead of the live replatforming work. I conceived, designed and produced the full set of page concepts independently — making the case for how switching to Shopify could deliver real, tangible improvements to site performance, visual impact and ease of shopping. The intention was to hand the teams a compelling vision they could build from with confidence.