Penfield / Cape heights

Website design and build

Penfield is an outdoor clothing brand established in 1985 in Hudson, Massachusetts. It is now run by a small team from London, selling and shipping clothing to all corners of the world. As the only digital designer and front-end developer within the business it was my role to not only keep the website updated with fresh content, but drive it forward by creating inspiring design led experiences for customers.

Problem: With a growing client base and page view increasing exponentially on penfield.com it was due for an update. My first task working for Penfield involved a brand overhaul.

Solution: By learning the intricacies with the CMS platform I was able to introduce a new design and template for the website, concentrating on the core values, heritage and “Life in the Open”. An all round approach was required to manage the beast and my role entailed management of the content, design, code, campaign and catalogue photo shoots and retouching. As well as extensive front end management and evolution of a fully responsive website which certainly built up my knowledge base.