A guided evolution

Because Columbia Sportswear was changing their product imagery from studio shots to user-focused, lifestyle photography, eROI was asked to guide the evolution of their Product Design System.

To express Columbia’s energy, while highlighting their products’ real-world practicalities, we re-created a system that supported the brand, and positioned the banners and products to tell a cohesive story. The new design system is now in place for seasonal product updates on the site.

Product Design System

Columbia Sportswear’s unique visual brand combines two or more images to tell a holistic, active story. We wanted the banners to blur the lines between first and third person view, bringing site users into the story, directing users toward the product tiles below. The tiles and banner were conceived to tell a strong color story that, when coupled with intentional placement and shapes, moves users through the products and keeps them engaged in the content.