Rac N Roll

An international Ecommerce store for the original “dressing room on wheels”.

Project Description

Rac N Roll came to us wanting to redesign and rebuild their existing website and move away from their current platform, Magento, which they found too overwhelming and difficult to manage. After discussing the project with them in detail and scoping out possible platforms to use, we decided it was best to use Big Commerce, as it satisfied most if not all of their needs. We ended up doing all brand new product photography for them and plugged it into a custom Stencil theme. We also took over their social media marketing campaigns and helped them with a major Black Friday sale.

Design Elements

One rather large part of this project was product photography. We took shots of each product here in our studio so the images would all be consistent in style and size at the time of launch.

Typography & Colour

  • Aa
    • abcdefghijklmnopqrstuvwxyz
    • abcdefghijklmnopqrstuvwxyz
    • 0123456789

    Freight Sans Pro -Book,Medium,Semibold,Bold

  • Aa
    • abcdefghijklmnopqrstuvwxyz
    • abcdefghijklmnopqrstuvwxyz
    • 0123456789

    FF Tisa Pro -Regular,Bold

  • Watermelon

    • HEX:#FF5D70
    • RGB: (255,93,112)
  • Tundora

    • HEX:#4A4A4A
    • RGB: (74,74,74)
  • #FF5D70
  • #4A4A4A

Web & UI Design

Visually, we opted for a more subtle pink color than the initial brand red and kept our photography on white to soften the page a bit. We know the parents using these sites are busy and just want to get what they need and feel good about their purchase. Using a mixture of products, demos and lifestyle content, we hoped to provide an easy, informative shopping experience.

Website Development

This is a Big Commerce theme built using their Stencil framework. We started with their theme Cornerstone as a base and then customized it from there. We added some featured content, a 3D spinner showcasing the bag, and an Instagram feed. The company ships products from three different stores - two in Canada and one in the US - so we also added a Geo IP lookup to redirect users who may find themselves in the wrong store.



  • CSS
  • HTML
  • Javascript


  • Stencil
  • jQuery
  • NPM
  • SASS


  • Instagram

Third Party

  • GeoIP DB


  • Mobile First
  • Responsive


We focused on Facebook ads for the most part so we could really narrow our targeted audience. We ran ads for a few different promotions but the one we're most proud of is Black Friday. Having just launched the site shortly beforehand, and Christmas around the corner, we wanted to keep that momentum going, and we're happy to say that their Black Friday sale was wildly successful, generating a 38x return on the ad spend.
  • Screen
  • Screen
  • Screen
  • 58% Cost Per Action (CPA) Reduction
  • 15% Increase of Social Following through Sales-Focused Ads
  • 38.6x Return on Advertising Spend (ROAS) on Black Friday

See What We Did for Coldex