Case Study: Obey unifies three brands on one Shopify Plus codebase with Ask Phill

Obey unifies 3 brands on one Shopify Plus codebase with Ask Phill

The customer, Obey, a streetwear brand, along with its sister brands Dark Seas and Loser Machine, faced a disjointed digital experience. Managing three separate Shopify sites created operational bottlenecks, high maintenance costs, and a user experience that was negatively impacting conversion rates. They enlisted the vendor Ask Phill to unify the brands onto a single, more efficient Shopify Plus codebase.

Ask Phill implemented a modular design system on a single Shopify Plus codebase, allowing each brand to maintain its unique visual identity while sharing backend operations. The solution included improved navigation and filtering to enrich user sessions. This resulted in a lower total cost of ownership, reduced cart abandonment, and provided a framework built for high-volume traffic and future growth.

Obey