Case study

Fjord & Field

The work behind a finished page: what was in the way, what we changed, and what the client's team can do now without us.

PartnerFjord & Field

ScopeStrategy, storefront, care

StudioNorthlight Studio

LocationDuluth, MN, remote everywhere

Outdoor portrait of a woman laughing — Outdoor retailer rebrand and storefront for a business that had outgrown marketplace copy.

The problem

Make the useful part easy to find.

Fjord & Field had a loyal regional following but a storefront built around categories their customers never used. Product stories, fit notes, and seasonal campaigns all lived in different places.

The approach

One system, not a handsome dead end.

We rebuilt the catalog around trips, weather, and field notes, set a photographic editorial system on top of it, and turned that into product templates the small retail team could maintain without a release train.

Sunlit open-plan living room with a staircase, a pale sofa and a dog on the rug — Photography direction.

Bright living room with a leather sofa and a grid of framed black and white photos — Editorial layout system.

Paint-splattered brushes lying on a paint-marked table — Working materials.

The outcome

What actually changed.

The catalog, the campaign pages, and the editorial system went live together. The retail team publishes to them without us, and the whole system is theirs to take anywhere.

What changedYour result here

What it freed upYour result here

What shippedYour result here

HandoffClient-owned system

Credits

Strategy and design: Your name. Development: Your name. Photography: Photographer name. Client team: Their names.

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