How do you pivot a pure e-commerce site to a product-driven lifestyle site?

For starters: serve up large doses of product in action with your target audience.

Brooks’s brand director wanted to explore a more lifestyle-oriented take on their site to cultivate a more vibrant sense of community in addition to showcasing product. The trick was to keep what was working, but to demonstrate possibility beyond pure e-commerce by pushing in a fresh creative direction. Buoyant partnered with Brooks and Vitamin C Creative (who provided spot-on content) in an exploration to humanize the site, while keeping product king.

winning formula

Art Direction

  • Spirited black & white photography to make the product pop
  • Gestured, emotive illustration to add a human dimension with a touch of fashion

Custom Typography

  • Clean typography to help users find what they’re looking for quickly


Heather Snavely, Senior Director, Global Brand Marketing, Brooks Running

Catherine Carr, Strategic Content Developer, Vitamin C Creative