Gray Malin is a world-renowned fine art photographer known for his vibrant aerial beach scenes, iconic destinations, and collectible wall art. As the brand continued to grow its direct-to-consumer business, the website needed to better support storytelling, complex product configurations, and a high-consideration purchasing journey—while maintaining the polish expected of a luxury art brand.
What we did
Re-Theme on Shopify
International Expansion
UX & UI Design
Frondend Development
Backend Development
Systems Integrations
Analytics
Conversion Rate Optimization (CRO)
Ongoin Maintenance
The Ask
Gray Malin’s team needed to modernize their e-commerce experience while addressing technical and performance challenges introduced by a legacy headless architecture. The goal was to improve site stability and speed, simplify ongoing maintenance, enhance product discovery and configuration for framed art, and increase average order value—without sacrificing the brand’s visual identity or editorial tone.
Our approach
We approached the project with a focus on simplifying the technology stack while elevating the customer experience. Rather than continuing to invest in a complex headless setup, we migrated the site to a custom Shopify 2.0 theme that could natively support both content and commerce. We rethought product architecture to better handle print sizes, framing options, and upsell opportunities, while refining navigation and collection structures to improve discovery. Throughout the process, we aligned design, development, and strategy decisions around performance, scalability, and ease of internal management for the Gray Malin team.
Our Solution
We migrated Gray Malin from a headless architecture to a custom Shopify 2.0 theme that delivers a more stable, performant, and manageable e-commerce experience. The new platform supports complex product configurations for fine art prints and framing while improving site speed, reliability, and usability. By simplifying the tech stack and refining product and collection architecture, we created a smoother purchasing journey that encourages larger orders and higher average order value. The result is a commerce foundation that supports Gray Malin’s editorial storytelling, reduces operational friction for the internal team, and provides a scalable platform for ongoing optimization, merchandising, and growth.
