Case study / 01

Fjord & Field

A full case study for the first project in the work index. It shows the work behind the finished page, not just a polished final screen.

PartnerFjord & Field

ScopeStrategy, storefront, care

StudioNorthlight Studio

LocationDuluth, MN, remote everywhere

Outdoor portrait of a woman laughing — Outdoor retailer rebrand and storefront for a business that had outgrown marketplace copy.

The problem

Make the useful part easy to find.

Fjord & Field had a loyal regional following but a storefront built around categories their customers never used. Product stories, fit notes, and seasonal campaigns all lived in different places.

The approach

One system, not a handsome dead end.

We rebuilt the catalog around trips, weather, and field notes. Mara set a photographic editorial system. Dev turned it into fast product templates the small retail team could maintain without a release train.

Outdoor portrait from Fjord and Field campaign — Campaign still, early spring field layer.

Warm retail interior with product display — Store and journal visual system.

Creative tools on a studio table — Launch assets prepared for the client team.

The outcome

Numbers with a before and after.

In the first quarter after launch, online revenue rose 34%, email sign-ups rose 48%, and the team cut campaign publishing from three days to one afternoon.

Online revenue+34% first quarter

Email sign-ups+48% after launch

Campaign publishing3 days to one afternoon

HandoffClient-owned system

Credits

Strategy and design: Mara Chen. Development: Dev Ortiz. Photography: Kira Solberg. Client team: Elin Strand and Noah Bell.

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