Abu Garcia came to Moroch requesting an updated new look for their current website. Their site is built using Demandware - so the site was somewhat restricted to art direction based in that structure. However, the homepage was more open to new custom designed elements. Abu requested the design be precise, “techie,” and focused on education first - sale last.

Another designer and I each created 3 separate looks and feels to pitch to the client. The client picked a combination of one of each of our designs resulting in the following homepage design. The website focuses on the product design while also including lifestyle imagery of the customers’ personal connection to the products.