Haybah Collections
Turning an unclear identity into a growing fashion brand.
- Industry
- Fashion / E-Commerce
- Year
- 2024
- Services
- Brand, E-commerce, Web, Growth
- Live site
- haybahcollections.co.uk
Fig. 01 — Haybah Collections homepage, showing the brand line 'Prestige. Dignity. Fashion.' over the luxury abaya collection.
Haybah Collections had products and ambition, but the branding and digital presentation were holding the business back. This was a brand and commerce project rather than a website build.
DemonstratesBrand and commerce as one system
The problem
Haybah had products and ambition but lacked a strong, coherent brand around them. The business needed to move beyond simply selling clothing and develop an identity customers could recognise, trust and buy into.
The digital experience needed to reflect that identity and provide a professional foundation for e-commerce growth. Until it did, the products were doing all the work on their own.
The thinking
For a fashion business, the website and the brand cannot be separated. A customer experiences the brand, the product, the content, the website and the purchase as a single thing — and judges all of it at once.
So we approached Haybah as a brand and commerce project rather than a website build. The identity and the storefront were designed together, which is the only way the two end up agreeing with each other.
The build
- 01Brand direction
A position for the business to occupy, and the language and tone that go with it.
- 02Digital identity
Typography, colour and art direction consistent from the homepage through to the checkout.
- 03E-commerce website
A storefront built around the collection, with browsing, wishlist and cart flows.
- 04Product presentation
Photography and layout treated as the main persuasive material, because in fashion they are.
- 05Customer experience
The full path from first impression to completed order, designed as one sequence.
- 06Digital strategy
How the brand shows up, what it leads with and how it stays consistent as it grows.
- 07Growth support
The content and campaign foundation for bringing the right customers to the storefront.
How it works
The path a single piece of work takes through the system once it enters the business.
- Brand01
- Product02
- Content03
- Storefront04
- Purchase05
The outcome
Haybah developed from a business struggling with its branding into a much stronger and more established fashion brand.
The commerce experience now supports that brand rather than undercutting it, and gives the business a professional foundation to grow from.
Mobile — designed for it, not shrunk into it
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Available for select projectsQ3 2026
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