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Clawlab — Theme Build with Brand-Level Customization

Clawlab
5 weeks
Lifestyle Tools · DTC Brand
Brand System
Theme Customization
Performance

Services

  • Shopify Theme Build
  • Custom Sections
  • Performance Optimization
  • UX/UI Design

Deliverables

  • Responsive Storefront
  • Interactive Modules
  • CMS-Ready Theme

Project Overview

Clawlab partnered with AXM Studio to rebuild their Shopify store from the ground up — transforming a static storefront into a dynamic, conversion-focused brand experience.

Client: Clawlab
Industry: DTC Consumer Brand
Duration: 5 weeks
Services: Shopify Theme Build · Custom Sections · UX/UI Design · Performance Optimization
Deliverables: Responsive modular storefront, CMS-ready sections, brand-consistent animations

The Challenge

Clawlab's old site lacked interaction and hierarchy.
They wanted a digital experience that captured their creative energy without slowing performance.
The main challenge: balancing motion design with speed and scalability on Shopify.

The Approach

We developed a custom Shopify 2.0 theme — building everything as reusable sections that could be updated natively without developers.

Process

  1. UX Audit — Identified layout friction and slow-loading assets
  2. Visual Direction — Designed modular patterns aligned with brand identity
  3. Development — Implemented custom sections in Liquid + GSAP
  4. Optimization — Reduced bundle size by 47%, optimized loading & animation timing

Key Features

Cursor Interaction Banner

Motion-rich hero section responding to user movement, designed to evoke brand energy.

Modular Sections

Timeline, product galleries, and testimonial blocks, all editable via Shopify's native editor.

Performance Boost

Improved Lighthouse score from 68 → 94, achieving +32% faster loading.

Results & Impact

+18% conversion rate
+32% faster page load
-40% bounce rate

Clawlab's marketing team now updates campaigns without touching code, improving content velocity and brand coherence.

Technical Stack

Shopify Online Store 2.0
Liquid / JavaScript / GSAP
Metafields / Shopify Admin API
Performance Optimization / A/B Testing

Insight

This project proves that motion and performance can coexist —
every animation and pixel serves clarity, not clutter.

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