Cram Travel

Project Brief

Cram Travel makes packing cubes for people who travel light. Their Shopify store worked, but text, images, and code were hardcoded into product content, so every update either broke the layout or needed a developer. I redesigned and rebuilt the store so first-time visitors understand the product in seconds and the founder can update it on their own.

Creative Challenge

Most of Cram’s new visitors come from ads, and cold traffic gives you a few seconds. The old store didn’t explain the product fast enough. On top of that, the founder needed to build ad landing pages without help, and a new single-cube add-on needed a home that wouldn’t pull attention from the main set. Midway through, the color palette changed after the founder saw it in the prototype.

Approach

• One rule for every decision: does it make the product clearer in the first 5 to 10 seconds, help cold traffic convert, and keep the site easy to run without a developer?
• Clear hierarchy: the hero set stays the main path, with single cubes offered as an add-on.
• Built to be edited: rebuilt on a section-based Shopify theme with product page content stored in editable fields instead of code.
• Ad-ready pages: reusable landing page sections the founder assembles on their own for new campaigns.
• Speed: automatic image compression across the store.
• Follow-up email: Klaviyo welcome, abandoned cart, and abandoned checkout flows.
• Kept it moving: continued the Shopify build while the palette was reworked in Figma, and launched inside the founder’s window.

What I Delivered

Desktop and mobile wireframes, two design rounds, and a full Shopify build (home, About, blog, collections, product, FAQ, contact, wholesale inquiry, policies, search, cart, and accounts), plus reusable landing page sections, editable product page content, image compression, and Klaviyo flows.

Kevin was great to work with on my e-commerce site redesign. I wanted the site to feel more polished and elevated, but also be easy for me to manage day to day as the business grows. He’s a really strong designer and also very technically capable, which made a huge difference when it came to the functionality and backend of the site, not just how it looked. The process was collaborative and straightforward, and his walkthroughs made me feel much more confident making updates on my own. I’m really happy with how everything turned out and would absolutely recommend I’m Off Design.

Aja Badame, Founder, Cram Travel

More project imagery is on the way. Check back soon for the full visual walkthrough.

Visit www.cramtravel.com

Collaborators / Credits

Color Palette: Daniela Araya
Copywriting: Alethea, Copy with Spice

Running ads to a store that’s hard to update? Let’s talk.