Rab

This was an opportunity to lift the Rab brand beyond its existing digital presence and create a more distinctive online experience. New photography, film and editorial content were developed with the in-house team, bringing greater energy and personality to the brand. Rooted in Rab’s outdoor heritage, the visual direction combined large-scale imagery, product storytelling and activity-led content to create a stronger connection between the brand and the people who use its products.

Navigation and customer journeys were redesigned around three audiences: technical mountaineers, weekend adventurers and lifestyle customers. Clearer navigation, dynamic filters and product comparison tools improved discovery and decision-making, while accessible product information and shoppable activity imagery connected inspiration to the complete kit. These changes contributed to a 13% increase in conversions, 26% growth in mobile conversions year-on-year, a 450% rise in paid search conversions and a 14% reduction in checkout abandonment across all devices.