Free Country is an outerwear brand that creates high quality clothing that's accessible to everyone. Founded in 1990, the brand sells its jackets, activewear, and swimwear nationwide at various department stores and is known for its combination of fashion and function at a great price.Barrel was tasked with helping Free Country revamp its e-commerce website ahead of the 2017 holiday season. With less than four months to design, build, test, and launch the website, we worked quickly with the Free Country team to get design mockups approved and to plan product content migration. The website, developed on Shopify Plus, started to take shape less than a month into the project as we prototyped various features and began setting up the site architecture.

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David Klaus, Ecommerce Marketing Director

In addition to showcasing Free Country's new branding throughout the website using imagery and branded elements, we focused on creating a robust shopping experience that would allow customers to quickly browse and find what they were looking for. We implemented Algolia, which added product search and detailed filtering functionality to the site.A primary focus for the rebrand was to build a scalable brand identity system that could not only exist in digital but extend to the other key touch points, such as sales sheets and other print collateral, for Hometeam's core audience groups.To successfully communicate Hometeam's mission on the website, we knew that context would play an important role. As a framing mechanism, we shined a spotlight on the hard truths that exist in the in-home care industry today. We used this as an opportunity to go deeper into the ways that Hometeam is addressing these challenges and reimagining in-home care. Along with the website redesign, we worked with Hometeam to develop photography and content to bring their mission and tone to life.Explore the website at www.freecountry.com.

By Peter Kang, Co-Founder & Creative Director