Seattle-based Dell Hawk is a premium men’s grooming and lifestyle brand. The company makes aftershaves, beard oils, and hair products, with a lineup that is quickly expanding. While Dell Hawk markets wholesale goods to barbershops, the company also sells directly to consumers, so they wanted to start off on the right foot with an eCommerce website. It was particularly important that the brand and website provided a solid foundation for growth, as trial runs of the products were resoundingly successful and the company’s owners anticipated rapid expansion.
My role in this project was primarily web development, as my colleagues had handled design for the brand and website. Dell Hawk’s owners were familiar with WordPress and wanted to use it for their initial web launch, so I developed a custom theme using Advanced Custom Fields and Foundation 6. After a few months of success pitching the idea to lenders, Dell Hawk’s owners decided to move the site to Shopify to begin selling products. They didn’t want to lose the functionalities of the WordPress site, so I re-engineered it using Shopify’s Liquid language. Translating the site to Shopify was a considerable challenge, as Shopify’s file structure and development process were completely foreign to me and I had a limited time frame to complete the site before the launch date. In the end, however, I met the project deadline and learned a lot about Shopify’s API.