Oxford Pennant
Oxford Pennant is a lifestyle brand and manufacturer of premium wool-felt pennants, camp flags, banners, apparel, and custom textiles rooted in vintage Americana and modern storytelling. Known for their craftsmanship and creative collaborations, the brand offers both ready-made collections and highly customizable products that allow customers to design meaningful, personalized pieces.
The Oxford Pennant website was re-designed on Shopify after migrating from a headless architecture to streamline operations, improve maintainability, and leverage Shopify’s native e-commerce strengths. The new platform delivers a fast, secure, and intuitive shopping experience while supporting advanced customization workflows and a fully responsive design across all devices.
Objectives
The primary goals of this campaign include:
- Migrate the existing headless e-commerce setup to Shopify without disrupting the customer experience
- Develop a fully custom Shopify theme aligned with Oxford Pennant’s brand identity
- Rebuild and enhance the product customizer for personalized pennants, flags, and apparel
- Improve site performance, stability, and long-term scalability
- Deliver a seamless, secure checkout and responsive experience across all devices
Approach
We transitioned the site from a headless architecture to Shopify to simplify content management, reduce technical overhead, and take full advantage of Shopify’s secure and scalable e-commerce ecosystem. A custom theme was built from the ground up, preserving the brand’s creative direction while optimizing usability and performance. Special focus was placed on recreating and enhancing the custom product builder, allowing customers to visually configure products by selecting styles, colors, text, and design options in real time. Clean information architecture, intuitive navigation, and responsive layouts ensured a smooth browsing and purchasing experience across desktop and mobile.
Deliverables
- Migration from headless architecture to Shopify
- Fully custom Shopify theme development
- Advanced product customizer for personalized products
- Dynamic product pages with rich visuals and detailed specifications
- Secure Shopify checkout and payment integrations
- Performance optimization and mobile responsiveness
Outcome
The Shopify migration and custom rebuild resulted in a more stable, scalable, and user-friendly e-commerce platform. Oxford Pennant now benefits from simplified site management, improved performance, and a seamless customization experience for customers. The new Shopify implementation supports both curated collections and bespoke product creation while positioning the brand for future growth and ongoing feature expansion.
