BASIC Launches New KEEN Omnichannel eCommerce Platform

Work Posted on — 05.01.2017

BASIC Launches New KEEN Omnichannel eCommerce Platform

We’re proud to announce the launch of the new KEEN eCommerce platform, a brand-first online shopping experience that bridges the gap between purpose and products through content and storytelling.

For the past year, BASIC has been working with KEEN to create a new site framework, global design language, and brand communication strategy. Over the course of our partnership, we’ve had the opportunity to drive a better understanding of KEEN’s community and connect their passion for the outdoors through a new eCommerce destination that encourages fans to create, play, and care.

“It’s been an amazing opportunity to work with their internal team and challenge each other to continue to push new ideas forward. Together, we were able to create a new shopping experience that focuses on humanizing their brand personality while expressing their purpose-driven attitude through the entire path to purchase.” said Matt Faulk, BASIC CEO and Executive Creative Director.

The new eCommerce platform acts as a guided shopping experience that encourages users to explore products and content in a branded manner. Focused on expressing who KEEN is and what they stand for, we created a new global flagship that represents their position and expresses it through bold imagery, graphic textures, and unexpected moments using dynamic content across the entire site.

We built the entire site from design to development using a system of components that can be managed through a custom CMS / experience manager. This enables better collaboration between the brand, marketing, and eCommerce teams at KEEN so they can build, preview, and deploy new custom pages with ease for integration into Commerce Cloud (formally Demandware).

For more details on the project, head over to our KEEN eCommerce case study.

About KEEN

KEEN is a values-led, independently owned outdoor footwear brand from Portland, Oregon with a mission to responsibly create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN ignited a revolution in the footwear industry with the introduction of the Newport sandal, launching the concept of Hybrid footwear into the market and setting KEEN on a path of driving consistent product innovation that exists today. KEEN strives to live by its values, from its products to its actions, and by activating communities and individuals to protect and preserve the places where we work and play. KEEN passionately endeavors to live fulfilling lives, challenge the status quo, do good, give back, and inspire others.

Learn more at:


BASIC is a brand strategy and digital design agency that brings brands and culture together. Creating on the principle that culture drives commerce, BASIC leverages shared values and ideals to inform strategy and design, making digital experiences that inspire human interaction.

With a growing client list of the world’s leading passion-brands, BASIC specializes in millennial insights, strategy-driven and design-led brand development, user experience and digital innovation. 2016 awarded BASIC 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 in the fashion and retail categories.