Black Diamond is an outdoor company with roots going back to 1957, when Yvon Chouinard forged pitons by hand and sold them to California climbers. The company sells a wide range of gear – including apparel, backpacks, shelters, skis, ski boots and bindings, ropes, and headlamps – globally. We designed an entirely new web experience that stayed true to the brand and especially to the core customer segments.
We also created the conditions for online success with a robust direct-to-consumer sales platform (Demandware) and a powerful new CMS. This ultimately enabled a content-plus-commerce experience that moved customers through brand engagement to transactions that could be measured in real time.