Halftone. Merch for the biggest names in music and sport.
Halftone is a creative agency that designs and manufactures apparel and merchandise for the music industry and beyond, for brands like the Chicago Bulls, Lyrical Lemonade, Burger King and Barstool. The goal was a website as distinctive as the work, one that put the projects first.
Designed the site and built it end to end: the interaction design, the responsive layouts and the content management, then connected its forms to Halftone’s CRM so every inquiry lands where sales happen.
- Role
- Website Designer
- Built With
- Figma, Webflow, Zapier, HubSpot
- Worked With
- Co-Founders (CEO, COO)
- Project
- Website
- Year
- 2021
Over the two years after launch
- more site traffic
- 80%
- more organic search visibility
- 75%
- clients
- 3 to 15
Everything They Do, Step by Step
Halftone does a lot, from the first sketch to the pop-up shop. Instead of a wall of services, the site walks through them in the order a project happens: create, produce, then distribute, in person and online. Each step names exactly what’s on offer.
-
Create
An immersive, informed design experience. You’re the creative director; we’re your tools.
Art direction
-
Produce
In-house manufacturing, from the first sample to the full run.
Hardgoods, embroidery, cut and sew, screen printing, print on demand, specialty products
-
Distribute Outside
The experience to pull off almost any in-person creative idea.
Pop-ups
-
Distribute Online
An e-commerce program built for visibility and profit.
Website design, e-com management
The Work, First
Projects are grouped by what they are: apparel, exit bags and non-apparel. A visitor finds the kind of thing they came for, and the photography does the selling.
The Hard Part: Forms That Reach the CRM
Halftone runs its sales in HubSpot, so every inquiry on the site had to land there. Connecting Webflow’s forms to HubSpot the usual way kept failing in testing. After some research, Zapier became the bridge: each submission goes to Zapier, which maps the fields to HubSpot’s and creates the contact. Tested end to end, it held, without giving up any of the site’s custom forms or design.
Contact form · Webflow
- Name
- Jordan Lee
- [email protected]
- Company
- Label Co.
- Project
- Tour merch
Decisions
- Projects before promises. The site gets to the work quickly and lets the products speak, grouped by type rather than by client.
- The brand does the motion. The rainbow arch from Halftone’s logo leads the page and returns between sections, so the movement feels like theirs, not a template’s.
- Zapier over a custom integration. A custom connection would have meant code to build and maintain. Zapier adds a third-party step, but it works reliably, and Halftone’s team can see and change it without a developer.
Outcome
Over the two years after launch, traffic to the site rose 80%, organic search visibility rose 75%, and Halftone grew from 3 clients to 15.
