Pecos Outdoor
Not Your Ordinary Table
Pecos Outdoor is a company based in Austin, TX that sells high-end workstations built specifically for the outdoors. When it comes to their products, they believe in doing things the right way—this belief carries through to their branding and marketing as well. They came to us with an established brand identity and a website, but their product wasn’t selling like they knew it should. We helped evaluate their branding and refresh their website to give it a high-quality feel that’s consistent with the products they sell—really showcasing why Pecos isn’t just your ordinary table. This led to real business results with a 35% increase in conversion rate. The website also won a 2024 Web Excellence Award.
Project Scope
Elevating the Brand
We evaluated their visual branding and considered how we could kick it up a notch to better appeal to their target audience—primarily males that are avid adventurers and outdoorsmen. We tweaked the color palette to feel a bit more masculine—making the orange a little darker and less vibrant, and swapping the cream to a neutral gray. We selected a typeface that was similar in style to what they had, but the letterforms had more character to them—which made the brand feel less ‘out of the box’ and more unique.
The existing brand was also too clean for a product meant for those who spend much of their life outdoors. We added a rugged texture element as a divider between sections, rather than a clean line. We also created custom hand drawn icons that looked like rough sketches to act as topic filters for their blog. Small detail elements like these added the grit that was missing.
before
after
Product-Focused Design
With a high price point, we knew we needed to make it clear why the Pecos table is so unique and worth the expense. We added a prominent interactive featured product section on the home page that allows users to click and explore different parts of the table to better understand what sets it apart. We also included a clear call-to-action to ‘shop tables’ so they could easily take action after exploring.
Make it Yours
Pecos allows customers to fully customize their tables, so we designed an experience that puts them in complete control. Our interactive build tool lets users explore options step-by-step while watching their selections come to life in real time.
The streamlined interface also improves conversions. By keeping the table image fixed and animating through options as users scroll, customers can add their custom table and all selected attachments with a single click, resulting in larger cart values and increased sales.
The Result
35%
Conversion Rate
Increase
after our redesign
