01  Background

KARMA8A is a rising bouldering apparel brand headquartered in Paris. By staying close to climbing and bouldering communities worldwide, the brand has rapidly expanded with its distinct, fashion-forward designs, becoming a new force that cannot be ignored. More than just a clothing brand, KARMA8A operates like a collective—celebrating the culture, creativity, and community spirit behind bouldering.

To better retain customers driven from social media and improve overall conversion, KARMA8A partnered with me for a full website redesign. Their goal was to create a site that not only reflects the brand’s attitude but also provides a smooth browsing and purchasing experience—turning the website itself into a driver of sales.

02 Challenges of the Existing Website

At the time, the official site was built on a basic template—functional but unable to help the brand stand out in the competitive apparel landscape. A visual direction that answers “What is KARMA8A?” became the core focus of this commission.

Beyond brand expression, the browsing experience required significant improvement. The upgrade aimed to enable users to quickly find, understand, and purchase their desired products—critical especially during high-demand product drops.

03  Homepage Design

I restructured the hero section with a full-screen banner layout, allowing campaign photography to dominate visually. The red corner-placed logo serves as a subtle signature of the site, while a bold headline guides users toward deeper exploration.

Departing from the original minimal and neutral tone, the new menu adopts oversized typography and diagonal compositions. Combined with the unique forms of the PDU typeface, the design expresses KARMA8A’s rebellious, street-influenced attitude.

04 Enhanced Shopping Experience

As part of this first major upgrade, I introduced second-level category filtering and quick-access interactions within product listing pages. Users can now switch sizes, change colors, or add items to cart directly from the list—significantly improving efficiency during fast-paced shopping moments.

05  An Immersive Concept

The idea of immersive runs throughout the redesign. Split-screen layouts and transparent navigation contribute to an immersive, distraction-free browsing experience. This allows KARMA8A’s photography style to shine and builds greater user trust in the products.

03  Brand Storytelling

The brand information page offers a simple yet effective way to communicate KARMA8A’s story. Here, users can find updates from the brand’s official blog and content showing the brand’s active presence across global climbing communities.