Premium DTC brands lose conversions twice: once when pages feel slow, again when ethical sourcing claims feel bolted below the fold next to generic size charts.
Content model first
We introduced modular PDP blocks: materials, care, factory notes, and impact statements shipped as structured slices editors could reorder per launch. Campaign landing components reused the same slices so merchandising and editorial stopped fighting duplicate CMS entries.
Performance as brand
Art-directed crops shipped through a responsive pipeline with blur placeholders so skeleton states felt intentional, not broken. LCP budgets were tracked like accessibility issues — blocking releases when regressions sneaked in.
Editorial tied to commerce
Launch playbooks mapped hero campaigns to default PDP module ordering so seasonal pushes highlighted the right proof points without manual rework per SKU.
Metrics shared publicly
We publish indexed LCP improvement, engagement with story blocks, and directional PDP exit behaviour — not basket economics.