Ethos Common
Year
'24
Client
Ethos Common
Service
Strategy, Digital Design, UX
© Ethos Common
Context
Ethos Common is a digital gallery producing ready-to-hang framed works, shot on 35mm and 120mm film by a global community of photographers. While they had built a user-friendly Shopify store focused on conversion, the site largely overlooked true new visitors who weren’t yet familiar with the brand. As a result, top-of-funnel digital campaigns were left doing most of the heavy lifting, with limited on-site support to guide new customers through the journey.
The challenge was to craft a single, cohesive page that introduced the brand, educated new visitors, and maintained a clear path to purchase.
Approach
We began by developing a considered wireframe that led with elevated brand storytelling, before moving into education, social proof and pathways to shop categories and artists. This strategic structure was then informed by an audit of site data, which highlighted the photographers and images most resonating with current customers and guided what was featured in each section.
To support clarity and cohesion across the page, we developed a custom set of iconography aligned to Ethos Common’s existing visual language, simplifying key messages without adding visual noise. The final design was then brought to life using the gallery’s most popular imagery, ensuring the finished page felt both authentic to the brand and closely connected to what customers were already responding to.