Structure Formulations

Client:

Structure Formulations

Website: https://structureformulations.com/

Web Design

Team

Shannon Communications
Copywriting, Marketing, Project Management
http://shannoncommunications.com/

One Dog Solutions
E-commerce, Web Development
http://onedog.solutions/

Rhonda Negard
Web Design, Web Development
http://fatdogcreatives.com/

From merger mess to digital magic. See how we moved a premium CBD brand out of a "Shopify straitjacket" and into an upscale, feminine WordPress ecosystem designed for high-end B2C sales and B2B innovation.

Structure Formulations is the high-end evolution of a merger between Structure Health & Wellness and Ampersand CBD. Targeting an educated, upscale female demographic, they provide premium CBD tinctures, balms, and tonics designed for those who view wellness as a non-negotiable lifestyle.

The Challenge

The "Shopify Straitjacket": Post-merger, the brand was fighting its own infrastructure. Their existing Shopify site was a "digital straitjacket"—inflexible, clunky, and visually misaligned with their new, sophisticated identity. The Identity Gap: The site looked like a "mash-up" rather than a cohesive brand. Operational Friction: Shopify’s limitations made it difficult to tell the deep, educational story required to sell premium CBD. UX Misalignment: The experience was "yelling" at a customer base that preferred a "whisper" of luxury and trust.

The Strategy

The Digital Phoenix: The goal was to move from a generic e-commerce template to a Strategic Brand Sanctuary. Using William Lidwell’s principles of aesthetic-usability, we aimed to create a site where the "luxe" feel would subconsciously increase the user’s perception of the product’s quality. We ditched the "pink glitter" tropes of feminine design for an "Upscale-Feminine" palette—creams and earthy blues—that signals confidence and timelessness.

Project Scope

Merger Brand Strategy & Visual Direction
E-commerce Migration (Shopify to WooCommerce)
Information Architecture & UX Design
Custom Blog & Archive Development
B2B White-Label Tool Integration

The Solution

A Lean, Mean, Elegant Machine: We migrated the entire ecosystem to WordPress and WooCommerce to gain the "Swiss Army Knife" flexibility a growing merger requires. Architectural Flow: I designed the static pages, blog, and archives to serve as a calm, intuitive "lounge." Navigation was stripped of "scavenger hunt" complexity, ensuring a straight shot to bliss for the customer. Content with Authority: We integrated a wisdom-focused blog and clean product layouts that prioritize clarity over clutter. Ingredients, benefits, and usage are presented through a structured hierarchy that reduces cognitive load. Bespoke Innovation: Collaborating with One Dog Solutions, we integrated the groundwork for a white-label 3D mockup tool. This allows B2B clients to visualize custom-branded packaging in real-time—transforming a slow, manual sales process into an instant, high-tech experience.

The Result

A Siren Song for the Savvy: The new Structure Formulations site is more than a store; it is a high-performance asset that "sells soul, not just stuff." By aligning the upscale aesthetic with a frictionless WooCommerce backbone, we turned a merger mess into a digital masterpiece. The brand now speaks the language of its tribe—educated, savvy, and luxury-minded—positioning them as innovators in the CBD space.