CLIENT PLUMA by Schuman Feathers
YEAR 2026
ROLE Shopify Development / Art Direction / Strategy
SYSTEM DTC + Dealer Experience

PLUMA

Making a specialist product easier to enter without flattening the world around it.

I redesigned and rebuilt PLUMA’s Shopify experience around two very different ways into the brand: fly tyers choosing materials for themselves, and fly shops buying for a business.

PLUMA Shopify homepage hero
PLUMA / STOREFRONT / LIVE BUILD SHOPIFY / 2026
02\THE CATEGORY

I had to learn the product before I could simplify the store.

When the project started, “feathers” sounded like one product category. The deeper I went, the more that idea fell apart.

Different materials, colors and applications meant the catalog had to work for people with very different levels of knowledge. I wanted the site to respect the specialists without making a new customer feel like they had arrived halfway through a conversation.

Hands tying a fly with PLUMA feathers
CRAFT / 01 FLY TYING
PLUMA feather package on a fly tying bench
MATERIAL / 02 PRODUCT
PLUMA feather packages arranged across a work table
RANGE / 03 SYSTEM
03\BUYING LOGIC

One brand. Two reasons for showing up.

01\INDIVIDUAL

For the person tying the fly.

The retail experience had to help someone understand the range, find a useful starting point, compare products and move into the wider catalog without being buried in it.

02\DEALER

For the shop stocking the wall.

A dealer arrives with different questions: assortment, consistency, supply, account access and what makes sense to order first. That journey needed its own logic rather than a wholesale button attached to the retail store.

04\THE STOREFRONT

A clearer way into a specialist catalog.

PLUMA / HOMEPAGE LIVE BUILD
PLUMA best sellers product grid
PRODUCT ENTRY BEST SELLERS
PLUMA product detail page
PRODUCT DETAIL SHOPIFY

World first. Then orientation.

I kept the opening atmospheric, then made the first useful decisions arrive quickly: where a new customer can begin, what PLUMA sells most, why the product can be trusted, and where to go deeper.

05\PRODUCT BEHAVIOR

When color is part of the product, the interface has to help you see it.

PRODUCT / VARIANTS INTERACTION

For products where color is the decision, I kept the choice beside the product itself and made each change visible immediately. The point wasn’t to add an effect. It was to make comparison feel obvious.

The visual system stays restrained around the interaction so the product can do the loud part. Bright material against a quiet interface became part of the rhythm of the store.

06\COMMERCE

Custom enough to feel like PLUMA. Familiar enough to buy without thinking about the interface.

PRODUCT / CART SHOPIFY
FUNCTION\NOT THEATRE

The interaction still had to sell.

I kept product selection, add-to-cart, quantities and the cart drawer close to familiar Shopify behavior. The custom layer is there to give PLUMA character and clarity — not to make a normal purchase feel experimental.

VARIANT SELECTION / LIVE CART DRAWER / NATIVE LOGIC QUANTITY / UPDATE CHECKOUT / SHOPIFY
PLUMA Dealer typography integrated with a mountain landscape PLUMA / SECOND JOURNEY
08\DEALER ACCESS

The same brand had to make sense to someone buying for a shop.

I separated Dealer Access into its own journey instead of treating wholesale as a hidden version of retail.

The page is built around the questions a shop needs answered first: why PLUMA is dependable, what an initial assortment looks like, how to open an account, and how to reorder around what actually sells.

PLUMA / DEALER ACCESS B2B JOURNEY

Built around confidence before assortment.

The dealer experience uses the same typography and product world, but the hierarchy changes. Proof, supply, starter assortment and account access move ahead of browsing because the buying situation is different.

PLUMA feather assortment displayed in a fly shop
RETAIL WORLD / 01 ASSORTMENT
PLUMA dealer order being prepared for fulfillment
FULFILLMENT / 02 DEALER SYSTEM
09\ACROSS THE SYSTEM

The identity had to survive the catalog, the cart and the small screen.

The project wasn’t one homepage. It was a set of repeated decisions that had to stay coherent across very different page types.

I carried the same typographic contrast, warm neutral field, product-led color, editorial scale and small interaction details through collections, product pages, mobile and dealer pages.

DESKTOP / COLLECTIONS PLUMA product collections page
FULL PAGE / STOREFRONT Full PLUMA storefront page
FULL PAGE / DEALER Full PLUMA Dealer Access page
Person standing by a mountain lake wearing PLUMA
10\WHAT I TOOK FROM IT

I started knowing almost nothing about fly tying. That was part of the value.

By the end, I had spent months thinking about feathers, product hierarchy, color, first purchases, fly shops and how much knowledge sits behind a seemingly simple catalog.

The website is the visible part. The real work was understanding the world well enough to know what to leave alone — and what to make easier.

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