Messy Haircare
A Shopify Plus ecommerce experience that could scale with their vision.
Messy by Alli Webb is a bold new beauty brand that celebrates authenticity over perfection. Rooted in the belief that real beauty lives in what’s raw, honest, and unfiltered, Messy is redefining haircare with a refreshingly human approach.
The Project
UI/UX
Shopify Development
As a bold startup with a fresh perspective and a brand still taking shape, Messy turned to BlueSwitch to build a Shopify Plus ecommerce experience that could scale with their vision. With limited content and an evolving identity, they needed more than a store—they needed a strategic digital partner that could bring their vision to life. BlueSwitch rose to the challenge, translating Messy’s playful, perfectly imperfect ethos into a vibrant, high-performing storefront. From custom development to UX design, we created a dynamic, conversion-driven site that captures their unapologetically fun personality and sets the stage for long-term growth.
The Challenges
As a new brand, the site is their first impression with their new customers–so the small details really mattered, especially when it came to aesthetics
Messy’s brand identity, assets, and even their product catalog were still evolving, even after the project was already underway
Multiple content page templates with complex and unique layouts
Custom PDP templates
Limited ecommerce/Shopify experience from the client side
Our Solution
A collaborative approach that prizes brand identity
The BlueSwitch team worked closely with Messy’s Creative Director at all stages of design and development. We collaborated to find colors true to their brand identity that met web contrast standards, and strategized on layouts and photography/video choices, ensuring that Messy was happy and confident with every aesthetic element of the site.
Dynamic theme customizations with room to grow
Messy’s creative team had a distinct vision for their content pages, and we wanted to adhere to that vision as closely as possible for the Shopify build. We used a theme with Dynamic Grid sections that can be easily customized with distinctive layouts for both mobile and desktop. Our development team implemented theme customizations to get the theme to even more closely align with Messy’s vision. We also leveraged product metafields and metaobjects to make it simple for the Messy team to add and edit products without web expertise.
In-depth discovery and careful solutioning
BlueSwitch helped to guide the Messy team on all of the complexities and choices required when creating a new store on Shopify Plus. We conducted in-depth discovery sessions to better understand their needs–even if they didn’t yet understand them themselves. We guided their team toward simple solutions whenever possible–using Avalara as their tax engine, working with a 3PL for fulfillment and inventory management, and leveraging native Shopify functionality wherever possible.