01
Storefront direction
North & Pine — storefront rebrand
Capability example — not a Datalynlabs client. Shown to demonstrate craft and process, not to imply a client relationship.
A self-directed commerce concept for an established outerwear brand ready for a sharper identity and a more useful product-shopping experience.
02
Product storytelling
03
Flexible identity system
N&P
The brief.
The concept brief imagines a growing brand whose identity and Shopify storefront no longer match the quality of its products.
What we did.
Built the messaging direction around durability, field use, and materials. Reworked the product-page hierarchy to answer practical buying questions first.
Designed cart recommendations around complete kits rather than arbitrary categories, plus an identity system structured for internal use.
What this demonstrates.
Commerce storytelling, product-page hierarchy, and brand-system thinking. No revenue or conversion outcome is claimed for this concept.
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