Tuck Bedding
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Client — Tuck Bedding, a small Canadian business owned by Julia Reid and Hallie Gould, offers high-quality, sustainably crafted bedding designed for comfort, durability, and better sleep.
Project Brief — Tuck came to me mid-production pivot to Portugal, needing a re-alignment. Their website’s brand application, messaging, and functionality had become fragmented after multiple theme updates, creating disconnect between their products, purpose and the user experience. They needed a website that would visually unify their refreshed brand elements (by Paige at Slow Dance Studio) while authentically communicating their ethos, values, and product quality.
Proposal — Following our initial assessment, the proposal focused on: a strategic restructure and re-design of their Shopify site to (1) improve customer comprehension and conversion, (2) highlight product value and ethos, (3) enable dynamic content management, and (4) deliver a visually impactful brand experience.
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Foundation: Strategy — Our Web Direction served as the architectural blueprint for the site's structure, content flow, and messaging hierarchy. We focused on intuitive navigation pathways via a mega-menu, dynamic content flow via select section types (slideshows, product tabs, metaobjects), and clear, reiterative messaging across each primary page. Without a foundational brand message, the other elements couldn’t fall into place, so I ended up developing a concept that became their core messaging framework for their brand ethos, site copy, and site structure by expanding the original "Make your bed, better" tagline to it’s sub-components: “Better by: design, feel, choice”.
Form: Design — The redesign deliberately translated their brand essence — soft, thoughtful, high-quality, comfort — into a cohesive digital experience. The design direction communicated warmth through enveloping, full-bleed imagery; balance through a softened and carefully resized type hierarchy; and sense of grounding through a new chocolate brown colorway and rounded button shapes. The final design facilitates a fluid and focused interaction for an elevated, accessible online home.
Function: Development — The development strategy prioritized navigational clarity, search/filtering capabilities and AOV-forward product presentation. With Broadcast as our base, nearly every section was adjusted with custom liquid code to expand feature access, refine visual transitions, and support dynamic media types while simultaneously increasing back-end accessibility for streamlined content management by the client, ensuring their ability to keep the site fresh and adaptable as they continue to grow.
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Before & After — The redesign significantly elevates a standard e-commerce site to a thoughtful brand experience. Where the original site functioned primarily as a catalog, the new implementation tells a complete brand story through the "Better by" framework, Portugal partnership highlights, and strategic social proof integration. The navigation evolved from basic horizontal menus to an intuitive mega-menu system, while the warmer color palette and refined typography create a more inviting atmosphere aligned with Tuck's values of comfort and quality.
Testimonial — “Working with Maya was a true pleasure. We came to her with a big ask and short timeline. She not only helped us meet all of our goals, but was extremely strategic, thoughtful and resourceful while doing it. We love the way the project turned out and loved working with Maya.”
Maya’s Notes — I loved this project. Genuine humans always make for a great project, and Julia & Hallie’s friendship, values and trust in my capabilities made the process collaborative and just genuinely enjoyable to work alongside them. Shopify as a platform is (on the downside) complicated but (on the upside) always evolving, and so our incorporation of metaobjects for a cleaner product-to-page management was tedious but valuable. I was also able to work with them to bring their refined brand identity into their email marketing (which is always a beast) but provided further strength in establishing their brand identity.
Industry — Home Goods, Hospitality
Platform — Shopify, Klaviyo
Scope — Web (Strategy, Design, Development), Email (Design, Buildout), Brand Messaging
