Marfa Country Club Cultural-brand ecommerce · Shopify + custom Liquid
Build a commerce site that made the apparel feel editorial without slowing down the path to purchase.
- Timeline
- 2 weeks
- Role
- Design engineering
- Team
- Joseph West
- Tools
- Shopify · Liquid · CSS · JavaScript
Marfa Country Club needed a storefront that could carry cultural-brand texture and still behave like a practical shop. The page had to sell product, introduce the world around the brand, and keep the browsing experience quiet enough for repeat visitors.
The site could not rely on loud campaign language. The strongest move was to let the collection, product imagery, and pacing do the positioning while the interface stayed direct.
A standard theme treatment would make the shop feel interchangeable. A purely editorial treatment would bury product discovery. The site needed both modes in the same surface.
Custom Liquid sections created a slower editorial rhythm above the fold, then tightened into clear collection and product paths. The design kept the desert-Western tone in the framing while preserving commerce fundamentals.
The same filing has to hold on mobile, where most acquisition traffic lands first.
A live Shopify storefront with custom sections, collection-led navigation, and a visual system that gives the brand room without turning the shop into a poster.
- 01 Custom Liquid sections for flexible merchandising.
- 02 Editorial image pacing paired with direct product paths.
- 03 Popup and chat interference handled for clean dossier captures.
Replace placeholder dossier notes with analytics-backed conversion data after a full sales window.