Endura is a Scottish cycling brand with serious performance credentials and a distinct personality — gear built for trails, tarmac and everything in between. With a loyal following and a product range spanning MTB to road and gravel, the brand deserved a digital experience that matched the ambition of what they make. This was a self-initiated exploration of what that could look like.
Endura's existing e-commerce experience wasn't keeping pace with either the quality of the product or the expectations of their audience. With a platform migration on the horizon, I saw an opportunity to get ahead of the conversation — using the move to Shopify as a creative starting point to reimagine how the brand's Category Landing Pages and Product Listing Pages could work harder for the customer and the business alike.
Rather than treating the replatform as a purely technical exercise, the work asked a different question: what could Endura's digital presence look like if it were built from the brand outward? The page concepts explored a more considered, activity-led structure — making it easier for riders to find what they need while giving the brand room to express its character. AI-generated imagery was introduced alongside existing brand assets to suggest how new creative tools could help Endura stay visually sharp and ahead of the curve.
This was a self-initiated project, conceived and executed independently to provide a clear creative direction ahead of the live replatforming work. I developed the full suite of CLP and PLP concepts — building a vision for how Shopify could unlock a faster, more flexible and more engaging digital experience for Endura's riders, and presenting the teams with a compelling case for what the migration could genuinely achieve.