TrueCraft

TrueCraft, an outdoor lifestyle and apparel brand, needed a modern digital storefront to reflect its adventurous spirit and expand its e-commerce presence. Their existing online experience lacked scalability, engaging product storytelling, and seamless shopping flows limiting both brand impact and sales growth.

Engagement

12 months

What We Did

E-commerce Strategy

UX & UI Design

Full-Stack Development

Deliverables

Shop-the-Video Experience

Product Detail & Checkout Optimization

Community & Social Integration

Brand Guidelines

Logo & Typography System

Color Palette & Brand Assets

CMS Integration

Customer Database

Problem

TrueCraft’s original ecommerce model was built to sell products, but it didn’t reflect how outdoor customers actually shop and prepare. People aren’t only searching for a single item like a jacket or leggings, they’re trying to solve for a place, a forecast, a planned activity, and a full system of gear that works together. Without a Destination-style experience, customers had to stitch together decisions on their own, which created unnecessary friction, limited the size and completeness of carts, and reduced reasons to return after a one-time purchase. At the same time, TrueCraft was missing opportunities to monetize the broader adventure lifecycle, including event participation and experience bookings, and it lacked fit confidence tooling that could help shoppers choose the right size without hesitation.

Solution

badpixel built TrueCraft’s Destination as a layered custom platform that connects commerce, planning, and community in one seamless journey. We strengthened the outdoor and activewear shopping foundation, then anchored the experience with a Kit Builder that assembles complete, location-aware kits based on destination, activity, and conditions so customers can buy a ready-to-pack system instead of piecing items together. We introduced Local and Destination Events to create an always-on heartbeat that drives repeat visits and ties product discovery to real-world moments, and we expanded the model into new revenue streams by enabling ticket sales and integrating adventure providers through third-party partnerships like Peek.com. To match how modern customers get inspired, we implemented “Shop by Scene” so shoppers can purchase directly from video, images, and social-first storytelling, and we integrated WAIR smart fit technology to improve sizing confidence and reduce the uncertainty that slows conversion and contributes to returns.

Responsive "Mobile First" Design

We treated mobile as the primary environment, not a scaled-down version of desktop, because TrueCraft customers are rarely sitting at a desk when they’re planning or shopping. Whether someone is leaving the gym, checking a trail forecast, packing for a weekend, or standing in a campsite with spotty service, the experience has to load fast, stay readable, and make critical actions effortless. We designed the Destination to support real-world outdoor behaviors with thumb-friendly navigation, high-clarity layouts, and streamlined paths to Build My Kit, find Events, and shop by content, because in active settings usability is the difference between browsing and buying.

Shop & Product Detail Page

We rebuilt the shopping experience to be clean, straightforward, and decision-ready, so customers get the information they care about without digging. When you’re buying apparel and gear meant to be rugged and tough, shoppers want clarity on performance, construction, and real benefits, like how something holds up over time and how it stays comfortable after repeated wear. We designed product pages to highlight durability, longevity, and comfort as first-class value, reinforcing why TrueCraft is worth it, while keeping sizing, materials, care, weather relevance, and use-case guidance easy to find so customers feel confident committing to the right piece the first time.

Shop By Scene & Events

We built Shop by Scene to mirror how customers actually discover TrueCraft in the wild, through motion, atmosphere, and context, not just a grid of products. We used live media, including video and still imagery, to show products being used in real scenarios while ensuring the experience never “locks out” the ability to purchase directly from what the customer is watching. That same behavior carries over to TrueCraft’s social presence so users can buy directly from the platforms they already spend time on, turning content into commerce without breaking the story. By connecting scenes to shoppable products and tying those scenes to local and destination moments, we made inspiration immediately actionable. We created an Events layer designed for how people actually plan their weekends and trips, with discovery powered by geo-location and direct search. Customers can find what’s happening near them or in the destination they’re traveling to, then quickly move from curiosity to action by viewing details, buying tickets, or saving events for later. This transformed TrueCraft from a brand you visit when you need something into a platform you return to because something is always going on, and because events naturally connect to what you wear, what you pack, and what you do next.

Build My Kit

We built a Destination kit builder that makes getting trip-ready feel effortless, because the real question customers have isn’t “what’s new,” it’s “what do I need for this place and this plan?” Build My Kit assembles complete systems based on locale, conditions, and activity, helping customers quickly land on the right layers and essentials without overthinking. We designed it so shoppers can have merchandise delivered to their home for prep, or shipped directly to the destination when timing and travel logistics matter, making TrueCraft feel like a true outfitting partner instead of just an online store.

Cart & Custom Checkout

We designed checkout to be fast, familiar, and flexible for both first-time and repeat customers, because any friction at the finish line kills momentum, especially on mobile. We leveraged standard ecommerce best practices through Shopify while integrating powerful third-party payment options and express checkout flows to reduce steps, increase trust, and support repeat purchasing. We also introduced AI-driven assistance where it matters, such as helping customers confirm the right kit, correct sizing confidence, and reduce last-second uncertainty, so checkout feels less like a form and more like the final step of a plan coming together.

Conclusion

With badpixel’s Destination approach, TrueCraft stands out in the activewear industry by operating on a completely different level than a traditional apparel brand. Instead of competing solely on product drops and discounts, TrueCraft becomes a full experience platform that blends rugged, comfort-forward gear with mobile-first usability, scene-driven commerce, fit confidence, and real-world community. The Events system, social selling model, and Build My Kit flow don’t just improve shopping, they create new revenue streams and new reasons to return, turning TrueCraft into a daily-use planning and discovery hub for active lifestyles. In a category crowded with lookalike stores, TrueCraft is positioned to be unlike any other activewear company to date because it doesn’t just sell apparel, it builds the Destination where the outdoor life actually happens.