Repositioning an outdoor electronics company for a direct-to-consumer future

Branding & Website Design

Repositioning an outdoor electronics company for a direct-to-consumer future


Furrion is an outdoor technology company that lives at the crossroads of luxury and sustainability. Its mission is to transform the off-grid experience through sophisticated engineering and design.

Intent on evolving from a B2B brand to a more B2C company, Furrion approached us to help transform its brand through a direct-to-consumer eCommerce website that would define a new strategy, messaging framework, and visual identity in the process.


Our approach was to show how its technology enables people to live out one of life’s greatest achievements—exploration.

The new Furrion eCommerce flagship delivers its brand vision and products to a more consumer-centric audience. Built for global growth, the site introduces a new design language rooted in rich visuals and content to show products in use; all brought together with a modular technology framework that merges brand storytelling and online shopping utilities.

The new eCommerce flagship encourages users to explore products in real-life scenarios. This content, paired with a user-friendly system, facilitates the path to purchase and makes for an ultimately captivating shopping journey.

Refining product presentation

Taking into account Furrion’s high price point, we were prompted to change the way its products are displayed. Inspired by the theme of exploration, the product detail pages allow consumers to examine technical details as well as visualize the product in situ. We accomplished this in a few ways:

  1. Introduced product technology through rich animations, renders, and copy
  2. Created moments of immersion by placing product within the context of realistic situations
  3. Integrated functions that let users shop and dive deeper into technical specs

Simplifying product customization

Much of Furrion’s product catalog can be set up for varying vehicles and situations, with different modifications that impact availability, price, and compatibility. We worked closely with the client’s product team to craft a consumer-facing experience for customization and configuration.

Through an intuitive design and robust algorithm, consumers can now find and build the products of their choice, avoiding the inconvenience of interfacing with a sales representative.

Establishing a data-driven design system

To sustain a platform that could grow with the Furrion brand and adapt over time, we built the site with a modular, data-informed framework. This gave the client’s team a scalable solution to create dynamic content pages and infuse storytelling where relevant.

From an experience design standpoint, exploration served as the basis for this framework, enabling users to research the brand in detail. We impression-tested both behavioral considerations and emotional takeaways throughout the design process, eventually landing on a hyper-personalized design system. We identified three key pillars prevalent throughout the site:


Showcase the craft and beauty of Furrion’s products through a blend of striking interactions and minimalist design principles


Give users access to the information they need while conveying the quality and detail of each product


Maintain the premium feel of the experience and never let design get in the way of content

As the world becomes increasingly digital, we needed to formulate an identity and visual language that could live across multiple touchpoints, eCommerce included. This helped us build an elevated brand experience for Furrion that reflects the quality of its products.

Bringing the Furrion story to life

We housed a brand hub within the digital experience to educate consumers about its vision, values, innovations, and more.

For consumers, it’s not enough for a brand to make great products—it must also be trustworthy and relatable. In today’s relationship economy, connection is equally as important as commerce. The hub was designed to exponentially increase brand awareness for this market leader, bringing existing customers closer to the brand through storytelling and inviting new ones to learn more about it.

Making tech more tactile

To transform how the world interacts with Furrion, we evolved its content strategy to take on a more human, aspirational tone. We collaborated with the client on lifelike 3-D product renders in addition to lifestyle photos and videos.