Design & replatforming
Armada
Approach
Shared system. Its own soul.
Everything people see, feel and interact with is genuinely Armada: custom type, a modular design system, the entire commerce experience. Underneath, the foundation is shared: Shopify Enterprise. Flexible enough to move from skis to snowboards to outerwear without ever losing the brand.
We opened the catalogue three ways at once: by model, by terrain, by gender. Each route carries its own imagery. A name like Shatter Point means something before anyone clicks it.
Shop without leaving the story
Product and editorial live on the same grid. Colourways and sizes open in place, so the red hoodie in 2XL is one hover away without leaving the page.
Two worlds, same template
Skis and snowboards share the same essentials: gallery, sizing, cart. The system handles what changes: from bindings to colour and mood. Light and graphic for skis. Dark and warm for snowboards.
PIM & DAM and a bit of magic
More than a Shopify replatforming: With Salsify as the new PIM, Aprimo as the new DAM, and an API-first integration layer, the commerce platform was rebuilt from the ground up. Data flows through an asynchronous microservice architecture, while Shopify remains the working surface for content and merchandising. Templates bring specs, colourways and photography together. No re-keying. No patchwork.
Thumb’s up
Browsing happens one-handed. So the menu drills down, the gallery swipes and add-to-cart stays within reach. Redrawn for the small screen, not squeezed into it.
We also drew A, B, C
Here’s Armada’s new typeface. Every glyph drawn from scratch. Alternates, ligatures, even the iconic logo mark built right into the font. Attitude, before a word is even read.
Same sentence, different character
Round or square, separate or locked. Alternates reshape the letters; ligatures pull pairs like OO and CH into one. Change the glyphs, change the mood, without changing a word.
Off the brief
We sneaked in a few extra tricks: a 404 that glitches the typeface, a menu that changes as you scroll. A button that frosts under the cursor. And keep clicking the logo and a pixel ski game takes over. We love that difference between made and assembled.
Nothing standard, nothing accidental. Built like Armada.
Further projects
Project Overview
Audi, upgraded
This nationwide Audi leasing campaign is the first result of our marketing automation roadmap, built on a custom, AI-driven production setup that opens a new era of workflow and tooling.
OTTO — Fashion Inspiration
Balancing Soul & System in e-commerce: For Germany’s leading online retailer, we embraced a content-led approach to fashion, and effectively brought curation and marketing automation together.
zerothird
A Nobel Prize-rooted quantum startup, reborn as zerothird—we created the new name, crafted the brand story, and developed a design system to work fluidly across touchpoints.
CGM one
For the global e-health company CGM, we designed the brand “CGM one” which bundles AI-powered software to simplify and secure practice workflows.
The DO
We refreshed The DO, a consultancy that helps organizations drive change from within. The new platform brings their method to life.
HAW Hamburg
A vivid OOH, digital, and social campaign that builds on HAW Hamburg’s core promise and connects with young people exploring their next steps in learning and life.