Richardson Cap is a B2B manufacturer of sports caps in Eugene Oregon. Their outdated site was in need of an overhaul to improve the user experience and better convey the brand story and aesthetic. They needed their site to lighten the burden on their call center and elevate their brand positioning to a more aspirational tone.
The e-commerce portion of the site is password protected and only accessible to authorized Richardson resellers. For the more aesthetically driven end user, a 15-35 year old male sports player, a cap customization tool allows users to fully customize their own cap and connect with a reseller to place the order with Richardson.