Foxduck approached the project looking to significantly expand and modernize their online presence while creating a stronger foundation for showcasing the breadth of work the studio had developed over the years.

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The existing website no longer reflected the scale, personality, or creative energy of the studio itself. Beyond simply displaying projects, the new site needed to support a growing archive of custom badge work, merchandise, testimonials, studio updates, and portfolio pieces while remaining easy for the internal team to maintain over time.

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Because Foxduck already had strong local recognition throughout Lancaster, the website also needed to feel deeply connected to the physical shop experience and creative culture surrounding the studio rather than functioning as a generic portfolio template.

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The visual direction focused heavily on creating a website that felt tactile, layered, and intentionally handcrafted — much like the screenprinted merchandise and physical environment Foxduck is known for.

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Existing brand typography and color systems developed by the Foxduck team became the foundation for the digital experience, while additional web interactions, textures, and layouts were designed to amplify the personality already embedded within the brand.

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Paper textures and rough-edged dividers were incorporated throughout the site to reference printmaking processes and add physicality to the digital experience. The goal was for the website to feel less like a clean corporate portfolio and more like walking through the studio itself — full of layered artwork, prints, textures, and discoveries.

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The design also leaned heavily into showcasing Foxduck’s large library of custom badges and local collaborations. Parallax moments and interactive content sections were developed throughout the site to highlight artwork, local landmarks, and merchandise in ways that felt immersive and dynamic.

A major focus of the project centered around scalability and internal usability. The website was built with custom CMS structures that allowed the Foxduck team to independently update portfolio pages, testimonials, merchandise listings, and studio content without disrupting the larger site system.

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This flexibility ensured the platform could continue evolving alongside the studio while supporting new work, collaborations, and product launches over time. Throughout the experience, layouts, textures, and interactions were carefully designed to maintain consistency while still allowing individual projects and portfolio pieces to feel distinct and expressive.

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The redesigned website gave Foxduck a more immersive and expandable platform capable of reflecting both the scale of the studio’s work and the personality that has made the brand such a recognizable creative presence within Lancaster.

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One of the most successful aspects of the project was the CMS structure itself, which empowered the Foxduck team to easily maintain and grow the platform internally through custom portfolio updates and flexible content management systems.

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More broadly, the project helped create a stronger bridge between the physical and digital brand experience — translating the atmosphere of the shop, the energy of the studio, and the tactile nature of the work into an online environment that felt equally intentional and engaging.