Problem
A radical art-direction design is hard to ship on Shopify. The brand wanted an unusual premium site with animation and storytelling at its core, and no compromise on how it feels.
Solution
I built the animations and transitions with GSAP timelines and micro-interactions, and split the design into Liquid sections the client controls from the admin. The build is performance-first. Checkout, product pages and navigation stay simple.
Key decisions
Chose GSAP for animation
Why It gives exact control over timelines and transitions in the storytelling sections.
Chose code-splitting and lazy loading
Why Heavy animation code must not slow the first load or hurt conversion.
Chose an experimental look on a standard buying path
Why The brand keeps its character and the shopper never gets lost on the way to checkout.
Results
- The store is live with an animated intro and section transitions.
- Advanced motion runs without a speed penalty.
- Experiments can be rebuilt in editable sections by the client.
- Checkout and product pages stay familiar to shoppers.