• Improve overall aesthetic and user experience and to make the site more engaging
  • Create a highly usable and browsable product catalogue with easy social sharing options and clear conversion points
  • Reorganize and expand current blog for enhanced search and browse-ability of content
  • Dramatically improve SEO performance
  • Grow social engagement and referral traffic
  • Implement a fully responsive solution backed by WordPress CMS
Phase 1


Frabjous Fibers started out as  a one-woman operation, and expanded into a dozen-strong team. Their simple and outdated website couldn’t keep up with their sought-after products and increasing customer base. They needed a fresh e-commerce website design to enliven their colourful product experience, and to keep growing their business.

For this WordPress development project, we focused on improving both the overall aesthetic and the information architecture backbone. We planned to enhance product discovery and search capabilities through improved filters, and use Google API integration and search options to build out the ‘Where to Buy’ section.

Home Page Design
Phase 2

Style Concepts

Frabjous Fibers was a fun project from a style perspective, because their branding has a playful Alice in Wonderland theme. Being a textile arts company, we needed to make sure that the web design showed off their branding and visually engaging products at every possible opportunity. Soft, natural tones offset the vibrant accents and vivid new product photography.

Style Tile
Phase 3

Bringing it all together

The new Frabjous Fibers website is a much more professional visitor experience, and a stronger representation of their engaging company story. With a clean, modern design, new photography, and significantly improved e-commerce experience, the site is set up to support digital marketing initiatives. From the playful typography to the imagery and palette, the site feels just like the colourful, textured experience of creating with their products.