Active in Style

Built a completely new and independent multi-brand E-commerce website.

Two young women stand side by side posing in athletic attire

When Active in Style came to us, they came with an idea to build a website under the Lorna Jane brand name. But then these plans changed and what emerged was a bigger and even more exciting challenge.

The Brief

The plan to build a completely new and independent multi-brand E-commerce website. We no doubt had our work cut out for us, but it was all worth it in the end and we couldn’t be happier for our beauty Active in Style!


  • Design a fun, fit and fashion orientated interface offering users excellent UX
  • Develop a sturdy E-commerce platform integrated with third party systems
  • Create a fresh and exciting brand identity for Active In Style
  • Establish Active in Style as a destination for fit fashion fanatics!
Active in Style on an iMac
Active in Style on an iMac


We were really keen to understand where the plans to establish a new and independent brand came from and what prompted this decision. We wanted to get to know the brand’s personality and ultimately how we could reflect this on each page for the perfect user experience.

Active in Style on an iPhone
Active in Style on an iPhone


Our first priority was to establish the perfect logo and branding for Active in Style. We opted for the strong and sleek look to form the basis of the bold magazine style design we had in mind for the brand. Keen to provide the user with a fabulous visual feast, we incorporated colourful banners, strong imagery and bold statements in separate content blocks. With perfect calls to action, our design focused on increasing conversion and hitting the nail on logical UX.

Varley Apparel
Women model Varley activewear, retailed by Active in Style
"When we take on any E-commerce project, we know that the bottom line is a big deal. But before any conversion, there's a story to be told, a journey to be taken. We'd like to take those steps with you."


Upgrading from Magento 1.5 to Magento 1.9 gave us the opportunity to customise nearly every section of the website unique to the brand. From hover overs on product category pages to the development of a dedicated blog with built-in functions facilitating a better user journey and increasing transactional conversion – we built the site with nifty features to get users coming back for more!

Active in Style on a Macbook
Active in Style on a Macbook


Working with Active in Style has been one fabulous adventure and we’re incredibly proud of what the brand represents and the overwhelming impact its had online. As conversion experts, we recognised the brand’s objectives and strategised the best way to really boost the online business. The results, well they speak for themselves and we couldn’t be happier for Active in Style!

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