From branding and board design to a Shopify build, all within a few weeks.

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RowSUP was founded by WinTech Racing, the largest producer of rowing boats in the world to help achieve their mission of making the sport of rowing accessible to as many people as possible.



Absolute were tasked to work with WinTech Racing's marketing team to help develop this unique stand up paddle board as well as create a Shopify site in a quick turnaround to allow the product to be live as soon as possible.


The first task was to develop a new brand identity which had to be in-keeping with WinTech Racing's existing sub-brands, which we had created previously.

Once a logo had been approved, the next task was to address the look and feel of the board itself. Whilst we were working on the brand identity, the RowSUP was still in its design and development phase, but once it was ready, we needed to get the RowSUP online as fast as possible. We opted to use a Shopify theme to give us a head start and then layered on some bespoke design to help better reflect the brand.

With just a few days work, we'd got three sites set up for the initial territories, created a video for the hero banner, developed a configurable bundle system and set up the required internationalisation with automatic geo-location detection and currency conversion. We also provided training to enable the various markets to manage their own site with everything configured as they wanted it - be that content, shipping rates or Klarna payments.

Rowsup-50 2

We're now looking at a package for RowSUP to be able to take to other markets around the world to enable regional dealers to have their own site in their own language and currency, to capture a wider audience.



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