Project Overview
Clawlab partnered with AXM Studio to rebuild their Shopify store from the ground up — transforming a static storefront into a dynamic, conversion-focused brand experience.
Client: Clawlab
Industry: DTC Consumer Brand
Duration: 5 weeks
Services: Shopify Theme Build · Custom Sections · UX/UI Design · Performance Optimization
Deliverables: Responsive modular storefront, CMS-ready sections, brand-consistent animations
The Challenge
Clawlab's old site lacked interaction and hierarchy.
They wanted a digital experience that captured their creative energy without slowing performance.
The main challenge: balancing motion design with speed and scalability on Shopify.
The Approach
We developed a custom Shopify 2.0 theme — building everything as reusable sections that could be updated natively without developers.
Process
- UX Audit — Identified layout friction and slow-loading assets
- Visual Direction — Designed modular patterns aligned with brand identity
- Development — Implemented custom sections in Liquid + GSAP
- Optimization — Reduced bundle size by 47%, optimized loading & animation timing
Key Features
Cursor Interaction Banner
Motion-rich hero section responding to user movement, designed to evoke brand energy.
Modular Sections
Timeline, product galleries, and testimonial blocks, all editable via Shopify's native editor.
Performance Boost
Improved Lighthouse score from 68 → 94, achieving +32% faster loading.
Results & Impact
+18% conversion rate
+32% faster page load
-40% bounce rate
Clawlab's marketing team now updates campaigns without touching code, improving content velocity and brand coherence.
Technical Stack
Shopify Online Store 2.0
Liquid / JavaScript / GSAP
Metafields / Shopify Admin API
Performance Optimization / A/B Testing
Insight
This project proves that motion and performance can coexist —
every animation and pixel serves clarity, not clutter.
Related Projects
- HelloFish — Theme Build with Light Customization
- EvenReality — Headless Storefront Implementation
- LoomsAI — Modern Minimal Theme Build
Start Your Project
Ready to reimagine your Shopify store?
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