← Back to M.C. Squares

Prepared for Mindgruve, September 2025

Amazon Storefront
Redesign
for M.C. Squares

Brand Overview

M.C. Squares creates reusable tools designed to help people stay organized, reduce waste, and bring clarity to their everyday lives.

The Challenge

With 80% of sales coming through Amazon, the storefront was our most important touchpoint – yet customers were confused about product use, differences across categories were unclear, and visuals lacked consistency. Redeveloping the storefront was an opportunity to solve these issues and create a cohesive brand experience.

Before

Scattered, drab, impersonal

After

Cohesive, bright, personalized

The Strategy

Throughout the process, every step was designed to create a cohesive, optimized brand experience on Amazon – from refining messaging and testing visuals, to auditing listings, redesigning pages, and refreshing photography. Each phase built on the last, ensuring that copy, design, and imagery worked together seamlessly to improve clarity, consistency, and customer engagement.

The Process

I started by building the foundation – streamlining brand messaging, writing copy, wireframing each page, and creating content for the homepage. From there, I developed enhanced product pages for twelve product families while testing key visuals by refreshing copy and photography, and rolling out updates by category to deliver a consistent, polished brand experience across Amazon.

  • I outlined a timeline covering each stage of the process, estimating a little over two months to complete the full overhaul, as I was solely responsible for completing market research, store audit, content development, content updates, A/B testing, and our storefront redesign.

  • Beginning with market research, I gathered inspiration from brands like Tushy, Harry’s, Hydro Flask, Cora, and Bellroy, noting how they approached layout, product features, callouts, color, content, and hierarchy to inform our direction.

  • In partnership with IMM, I created and tested hero images for a top-performing SKU – exploring variations in angles, settings, and usage – to better understand what resonated with customers and drive stronger engagement on the product page.

  • I consolidated more than a year of copy and brand messaging from emails, catalogs, social posts, and landing pages, then developed written content for the homepage and product family pages to establish a clear, consistent voice.

  • Next, I audited product listings and A+ content category by category, reviewing customer questions and feedback to address gaps in clarity, then refined copy in coordination with our CEO and updated our product information management system.

  • I created wireframes for the homepage and product family pages, then redesigned each section in batches – launching updates to the homepage first and rolling out product families in order of traffic priority.

  • The final step was updating photography – working with a local studio to refresh listings as needed by building shot lists, directing and styling shoots, selecting and editing images, and reformatting them before uploading to the product information system.

By unifying messaging, redesigning pages, and refreshing visuals, we transformed the Amazon storefront into a clear, consistent, and engaging brand presence – improving customer understanding, strengthening category differentiation, and creating a polished experience that supported sales growth.

The Results