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A Website Built to Last

Folklore designed and developed a new e-commerce site for By the Yard that brought out the beauty and highlighted the little details that make their products timeless.


Just a quick note of appreciation for the work you did on the By The Yard site. I like that you let me mix it up with you on strategy and creative. Hopefully the “collaboration” makes the work better, not just harder!

David S - Fractional CMO

The Challenge

By The Yard was updating their branding and needed the site to better reflect their new brand and more effectively sell their products online. In addition, they wanted the site to reflect the modern user full including a mobile friendly experience.


By the Yard has an incredible product and manufacturing process, the website wasn’t doing the holistic brand justice.

The Solution

To create a “simplified” site experience is easy to say but hard to achieve. The By the Yard team wanted their products to shine and their customers to easily get the details they needed without overwhelming them with information. Together, we created a streamlined, beautiful eCommerce experience that provides a shopping experience that rivals their showroom floor.

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User Experience

By streamlining the product categorization, Folklore was able to create clear and focused navigation. In addition, the overall architecture allowed for a more integrated shopping experience.

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Visual Design

From a logo refresh to new brand colors and fonts, the visual design of the site needed to feel as fresh and the new brand. The textures and bright and bold colors gave the refreshing feel of being outside, while complimenting the clean and modern feel of the site for an overall lighthearted look.

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Content Support

Redesigning a site isn’t just about the visual design, Folklore also focused on creating a content matrix in order to refine the existing content and identify content gaps. Having strong content on an eCommerce site is an important component for conversion. It takes a partnership between Folklore’s content strategist, UX designer and the By the Yard Product and Marketing teams.

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Front End Development

Folklore built a WordPress site using a Divi theme builder, custom frontend implementation with supporting backend. Specifically, the development team integrated BigCommerce to fully support the eCommerce component of the site.

In addition, Folklore:
Leveraged facets for advanced product filtering
Developed advanced content indexing using Solr based indexing strategy
Created custom caching policy for client side “load more” functionality

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