BASIC Launches New Chrome Industries eCommerce Experience

Work Posted on — 12.15.2016

BASIC Launches New Chrome Industries eCommerce Experience

Through our partnership with Chrome, we were tasked with the strategy, design, and front-end development of the new Chrome Industries eCommerce flagship and online store.

BASIC Launches Chrome Industries Website Bike Messengers Riding Blur

Over the past year, we’ve set ourselves up as an extension of their team to help them bring their passion for innovation and craftsmanship to their digital website experience, and re-think the way their fans experience and engage with their brand.

“It’s been an amazing experience working closely with the retail, product and content teams at Chrome, to design a new eCommerce website that helps broaden awareness for their brand in an evolving market,” said Erwin Hines, Associate Creative Director at BASIC. “Through our agile design process, we were able to explore their brand and extract the little nuances that make Chrome unique to create a platform that’s brand-focused and commerce driven.”

The launch of the new eCommerce platform includes a simplified shopping experience that provides added utility to users. We designed and developed a series of discovery tools by providing intention based filtering that allows users to quickly discover new products based on their needs. We removed the obtrusiveness of the ‘Quick Shop’ lightbox and replaced it with a simple three-step purchase option that’s useful across desktop, tablet and mobile devices.

“Through close collaboration with BASIC, our teams were able to weave together a digital experience that celebrates the culture and craftsmanship of our brand with a modern and flexible shopping experience, reinforcing our passion to live the city.” explained John Evons, Vice President of Global Digital Commerce.

We focused on bringing Chrome’s story to the surface throughout the shopping experience by surfacing popular products from their Hub’s (physical brick and mortar locations). The entire site is designed with mobile in mind, built using a modular framework that allows their internal team to quickly create new pages with unique product offerings - all built upon Salesforce Commerce Cloud.

You can view the full case study or explore the new site at

About Chrome Industries 

Chrome Industries was established in 1995 with a Juki sewing machine, a few yards of military grade fabric and seat-belt buckles cut-out of old cars. The mission was simple; create indestructable bags that are practical and functional. Chrome's iconic messenger bag with quick release buckle was born. Over the last 20 years, Chrome continues to develop useful and durable gear for people who live and ride the city. Street-tested by professional messengers, fixed freestyle riders and urban commuters, Chrome makes bags, footwear and apparel that adapt to the changing and unpredictable nature of the city.


BASIC is a brand strategy and digital design agency that brings brands and culture together. With a belief that culture drives commerce, BASIC leverages shared values and ideals to inform strategy and design, creating experiences that inspire life and inspire action.  With a growing client list of world-class passion brands, BASIC specializes in millennial insights, strategy-driven and design-led brand development, and digital innovation / user experience. This year, BASIC earned 7 Webby Award Recognitions including shopping site of the year, best practices finalist, as well as honoree awards for mobile shopping, and three other categories. BASIC also earned two site of the year recognitions at the 2016 OMMA awards within the fashion and retail categories.