An Elevated Website for an Elevated Brand
Imperial has been crafting headwear since 1916. Known for their signature Tour Visor and a lineup that spans golf hats, beanies, bucket and trucker styles, and officially licensed collegiate gear, Imperial has built a loyal following among golfers and active lifestyle enthusiasts alike. Beyond the product, the brand has cultivated a strong community presence through LPGA ambassadorships, seasonal collaborations, and charitable initiatives.
Imperial came to us ready for a digital presence that matched the strength of their brand and product line. Our team led a full e-commerce rebuild, migrating their storefront onto a more flexible platform built to support their growing catalog, seasonal drops, and collegiate collections without friction. Alongside the technical rebuild, we refreshed the site’s visual design to feel as bold and active as the Imperial brand itself, and developed content and SEO strategy to help customers find the products they need.
What We Did
Branding
WordPress Design & Development
Content Migration
Copywriting
Industry
eCommerce
Clothing & Apparel
B2C Services
Colors & Typography
For this project, we chose a simple color palette with bold lettering. We didn’t want to distract too much from the products themselves. The goal was for the colors and typography to simply support the product images instead of make a statement on their own.
Lifestyle Images
When building an eCommerce website, lifestyle photography is a great way to show off your products and is an easy way to connect with your customers. With all the dark and saturated colors being used throughout the website, the lifestyle photos really stand out and direct the user’s attention to what’s important.
Responsive Design
With shoppers browsing everything from their phone between rounds of golf to their desktop at home, we designed the new site to feel intuitive on any screen. Every page, from product listings to the custom logo and team ordering tools, was built mobile-first, so navigation stays simple and checkout stays fast no matter the device. The result is a smoother path from browsing to buying, with clearer product filtering, faster load times, and an overall better experience that lets Imperial’s products take center stage.
Hat Customizer Tool
One of the standout features of the rebuild is Imperial’s “Design Your Own” tool, which lets customers build a custom hat. Shoppers can choose front or back logo placement, search or filter through an extensive logo library by category, and watch their price update in real time as they customize. We built the tool to feel simple and intuitive despite the complexity behind it, giving everyday customers the same easy path to a personalized hat that wholesale and team buyers get through their own ordering flow.
Smoother Checkout Experience
We also streamlined checkout into a clear, guided process that keeps customers moving from cart to confirmation. A straightforward order summary shows shipping, tax, and promo codes applied in real time, while a simple step-by-step flow for shipping and billing details keeps customers engaged at every stage.
We also added flexible payment options (including PayPal, Apple Pay, and Amazon Pay) alongside traditional credit card entry, so shoppers can check out however is easiest for them. The result is a faster, more trustworthy path to purchase that reduces drop-off.
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