SÜK Workwear
Elevating SÜK’s digital story.
Services —
- Branding
- UX/UI Design
Industries —
- Hospitality & Lifestyle
SÜK Workwear, an Australian-owned clothing brand, approached us ahead of their migration to Shopify Plus. The goal wasn’t to build the website itself but to establish a bold digital identity and explore creative brand expressions pre-build.
A templated digital presence —
The website downplayed SÜK’s biggest assets: community, storytelling, and lifestyle appeal. Products were hidden behind navigation structures, and values like sustainability, diversity, and empowerment weren’t being communicated. We explored SÜK’s digital brand expression to expand on existing static flows. Texture and clutter were stripped back to let the bold photography, typography and colour drive the experience.
“We knew the digital direction had to focus on SÜK’s excellent garments, but provide equal weightage to the community that wanted to share their stories.”
Melanie—
Digital Lead & UX Designer
Concepts that show AND tell —
Bold typography and split-screen hero layouts modernised the brand. Interactivity was introduced through hover-based product storytelling, along with motifs and icons to differentiate products from SÜK Stories.
SÜK Stories introduced community concepts like editorial-style features that could sit alongside product content. The result was dynamic layouts, embedded video, and improved navigation to inspire the final dev build. Visual proof points emphasised their values, instead of being hidden on subpages.
From concept to handover —
With our role as creative direction complete, we set SÜK’s agency up with a clear vision for execution through collaborative workshops. Together, we approved design concepts, a style guide, and recommendations for layout, navigation, and storytelling.