A new foundation for By Malene Birger Oslo
A second digital project for By Malene Birger Oslo, moving from a focused redesign of the existing store to a complete Shopify 2.0 build.
design and development by sylte studios
Our first redesign for By Malene Birger Oslo improved the existing Shopify store through clearer navigation, more consistent typography and a better structure for products, collections and campaigns.
As the business developed, the requirements changed. The store needed more flexible tools, clearer content workflows and a platform that could support continued growth without adding further layers to the previous theme.
The second project began before the design.
We reviewed the digital strategy and simplified the store’s presence across channels. Naming, domains and social handles were consolidated around one clear identity, with older addresses redirected to the new structure.
From there, we rebuilt the store on Shopify 2.0. The new platform was developed from the ground up and launched in the first quarter of 2026.
The visual identity was refined for digital use. Custom typefaces were integrated directly into the theme, supported by a clearer hierarchy, grid and spacing system. Design rules were built into the store settings so typography, colour, imagery and interface elements could remain consistent as new content was added.
Navigation and information architecture were reorganised around how customers browse and how the store manages its assortment. Product and collection templates were rebuilt with clearer visual priorities, more consistent image presentation and simpler filtering and sorting.
The new component system introduced flexible structures for editorial pages, campaigns and product communication. The team can now compose and publish new pages each week without relying on external design or development support for routine updates.
Delivery also included mobile layouts, accessibility improvements, performance work, metadata standards, internal linking and integrations for loyalty and campaign functionality.
Across the year to August 2026, sessions increased by 49 per cent, sales by 22 per cent and average order value by 4 per cent.
The second redesign gave By Malene Birger Oslo more than a new interface. It established a clearer digital identity and a platform that the internal team can continue to develop as the store evolves.
Scope
• Digital strategy and naming
• Domain and channel consolidation
• Shopify 2.0 design and development
• Visual identity development
• Custom typeface implementation
• UX and UI design
• Information architecture and navigation
• Typographic system, grid and spacing
• Product and collection templates
• Editorial and campaign components
• Mobile layouts and accessibility
• Performance and SEO foundation
• Loyalty and campaign integrations
