Addax Outdoors is an outdoor equipment and overlanding brand specializing in accessory-ready sport caps, campers, and off-road trailers built for durability, performance, and exploration. Designed and manufactured in the USA, Addax products support adventure-driven lifestyles with military-grade construction and modular design.
I led the migration and redesign of the Addax Outdoors website, transitioning the brand from its previous platform to Shopify to better support e-commerce functionality and future growth. The project focused on restructuring the homepage, improving product discovery, and aligning the site with modern e-commerce best practices—while maintaining Addax’s rugged, adventure-first brand identity.
Addax Outdoors’ previous website platform was not optimized for e-commerce, making it difficult to scale product sales, manage inventory efficiently, and guide users through a clear purchasing journey. The homepage structure did not follow standard e-commerce conventions, which created friction for users trying to explore products, understand key differentiators, or move confidently toward checkout. As the brand continued to grow—particularly through high-profile partnerships like Jeep®—the site needed to better support conversion, merchandising, and ongoing content updates.
The solution was a full migration to Shopify paired with a homepage and navigation restructure designed around proven e-commerce patterns. The new site prioritizes product visibility, clear calls to action, and streamlined purchasing flows, while reinforcing Addax’s premium, adventure-driven positioning. Key improvements included a reorganized homepage that highlights core product categories, financing options, and brand credibility markers; clearer product pathways for sport caps and trailers; and a backend system that empowers the team to manage products, content, and promotions with ease. The result is a scalable, conversion-focused e-commerce experience built to support both direct-to-consumer sales and future growth.
Moved the site from its previous platform to Shopify to create a more robust, flexible e-commerce foundation—improving product management, checkout experience, and long-term scalability.
Redesigned the homepage to follow established e-commerce layout conventions, prioritizing product categories, value propositions, financing options, and clear CTAs to guide users toward purchase.
Maintained Addax’s rugged, exploration-focused visual identity while ensuring the site remains fast, intuitive, and easy to shop—supporting both first-time visitors and high-intent buyers.
Browse the full website through dedicated desktop and mobile previews to experience the layout, flow, and interactions.
This work is presented for portfolio use only. All brand assets and photography are the property of Addax Outdoors. Photography shown is all Addax Outdoors–owned imagery.
