Vellum
Vellum sells through writing. We built a commerce platform where the editorial and the checkout are one continuous thing, not two sites wearing the same logo.
Vellum's readers came for the writing and left before they bought anything. The shop felt like a different website that happened to share a logo.
We dissolved the line between article and product. Every story is shoppable, every product carries a story, and the whole thing loads before you can blink.
- Web engineering
- Headless commerce
- Art direction
- Motion
2024
0.8s LCP
The challenge
Editorial and commerce shipped two disconnected experiences, and the handover from reading to buying was exactly where the momentum died.
The approach
A headless setup let us build articles and products out of the same pieces. Tight performance budgets kept the image-heavy pages feeling instant.
The outcome
Largest Contentful Paint dropped to 0.8 seconds, conversion off the back of editorial doubled, and the brand finally reads in one voice.