The three-woman team behind Cocoknits is beloved in the knitting world. Their quality knitting patterns, tools, and extensive library of knowledge have gained a loyal following. After more than ten years of business, it was time to expand their audience, refresh their online brand, and—crucially—rebuild their site into something easier to navigate and simpler to manage.
Julie, Founder of Cocoknits


Consolidate multiple online channels—two e-commerce sites, a blog, a public video channel, and a private video channel—into one cohesive, intuitive, and easy-to-maintain website that reflects the brand’s current values and offerings.


  1. Uncover opportunities with our strategy team
  2. Audit existing content library and build a new, streamlined site architecture to accommodate all content
  3. Develop a visual language for the digital space that expands upon the existing print design toolkit
Tools and Accessories Page

When we first met with the Cocoknits team, we were inspired by their commitment to making interesting, useful, and beautiful tools. Even though no one on my team knew how to knit, we were delighted with the stories about why and how each tool came to life. It was easy for us to imagine how we could use these tools for our own individual hobbies.

Together with our client, we decided that this commitment to making would become the foundation for the website’s strategy. We would appeal to makers, not just knitters, and draw them in with Cocoknits’ philosophy and stories.

Mobile Product Detail Page, Top Mobile Product Detail Page, Product Details

To enrich the shopping experience, we asked Julie and her team for anecdotes and snippets. We integrated some of this information into product descriptions and details. However, we also built out a robust Learn section to store the wealth of information that Julie shares with her community, which loyal Cocoknits fans have come to love and expect.

Tutorial Page

One of our biggest challenges was to transform Shopify into a do-it-all CMS platform. Previous iterations of the Cocoknits site had utilized a public retail BigCommerce shop, a second login-protected BigCommerce shop to sell wholesale product, a WordPress site, a WordPress plugin for a single product subscription, and links out to Youtube, Vimeo, and even a shared Google Drive folder. This was a nightmare for the Cocoknits team to manage.

Cocoknits chose the Shopify platform for its e-commerce capabilities. Our task was to make that choice for their unique situation. We analyzed the information stored in all of their existing channels; when and how people used which information; and reorganized all of the content so that finding this information would feel effortless. I was constantly communicating with our developer to understand how a Shopify site could handle all of these needs.

Content Mapping

Color coding became a key element of the site’s design. Because the site serves both retail and wholesale customers, and different information is presented to each group, different colored headers and footers help customers figure out where they are. The brand’s main color, pink, is used to bookend retail content, which any type of customer can access. A soft, complementary blue bookends pages with wholesale-specific content. To further enforce the message, we developed titles and headers that clarify the distinction between retail and wholesale pages.

Retail Account Page Wholesale Account Page Wholesale Shop Page

With a tagline like “Delight in the Making”, we couldn’t resist finding moments to delight the viewer. Graphic elements, inspired by stamps that Julie made, draw the eye down the page and add visual interest. The generous use of white space encourages visitors to slow down and admire the quality of products one piece at a time.

Home Page Graphic Elements

The unveiling of the site resulted in praise for both its refined visuals and ease of use. More gratifying than the positive customer feedback, though, is seeing Cocoknits expand its community to makers of different generations and interests.

Creative Direction Josh Chen Art Direction Hannah Robinson DeMoss, Dana Marinovich Strategy Becky Luoh UX Design Kimberly Low UI Design Bernee Briones, Kimberly Low, Kelsey Sutherland Development Romeo-Adrian Cioaba, Mason Nugent Project Management Alexis Grossman