the challenge
balancing legacy, modernity and growth
Calibre is a leading Australian menswear label known for its elevated tailoring and timeless style. The business was entering a new chapter following a leadership change, with store renovations underway and a renewed focus on elevating the brand’s digital presence.
While Calibre had a loyal customer base and strong retail footprint, the website had fallen behind. It lacked the structure, clarity and energy needed to engage a younger, more digitally native audience. The opportunity was to modernise the experience without losing what made the brand iconic: confidence, luxury, and restraint.
my role
Led end-to-end UX & UI design across desktop and mobile
Collaborated directly with the CEO and in-house designer
Balanced brand expression, conversion and system scalability
Delivered design solutions aligned with new leadership vision and evolving customer behaviour
the approach
designing every detail with intention
We started with UX workshops to uncover pain points and align on priorities. From there, every part of the site was redesigned — from homepage and navigation to product pages and checkout — with a system that felt structured, sophisticated and scalable.
I led the full design process across desktop and mobile, working closely with Calibre’s in-house designer and CEO to ensure the experience stayed true to the brand vision. The design language was intentionally minimal: clean, spacious, and editorial — with every element guiding customers through discovery, decision and purchase.
Behind the scenes, the dev team transitioned Calibre from a complex headless setup to native Shopify, improving performance and making the site easier to maintain and scale.
Key areas of focus:
Ran discovery workshops to align on business goals and customer needs
Fully redesigned the entire site, including homepage, navigation, PDPs and checkout
Built a scalable design system and reusable component library for easy implementation
Defined brand-aligned UI design language for consistency
Supported Shopify platform migration to improve performance and scalability
the impact
an experience that leads with confidence
The result was a faster, more intuitive site that felt as intentional as the brand itself. The redesign elevated Calibre’s digital presence, reduced friction in the shopping journey and introduced features that supported both customer experience and commercial growth.
Key highlights included:
Editorial homepage layouts for product storytelling
Restructured navigation for clearer wayfinding
Enhanced PDPs with expanded content and styling inspiration
“Shop the Look” functionality to encourage bundling
Shopify Checkout upgrade with custom discount and gift card functionality
Faster performance and seamless integrations
measuring success
While I didn’t have access to post-launch analytics, success would be reflected through:
Increased conversion and engagement on PDPs
Higher uptake of bundled purchases via "Shop the Look"
Faster page loads and improved performance metrics
Smoother internal workflows for marketing and design teams
A brand presence that feels as refined online as it does in-store
Client Testimonial
"Upon embarking on this project, we had one goal in mind. To produce a best-in-class menswear eCommerce experience that stayed true to our brand. I can safely say that Alex & his team have exceeded all of my expectations at every stage of this project. We couldn’t be happier working with Bedford Lane and look forward to continuing to push boundaries with the team."
Edin Zecevic
Head of Brand & Business Development, Calibre Menswear
