Retro Heritage, Modern Storefront
How Beyond Media Marketing modernized a legacy ski brand’s identity and rebuilt its Shopify storefront, creating a premium digital presence for a new generation of skiers.
Meet the Client
Not Just Skiwear:
a Statement on the Slope
Industry
Skiwear and Retro Performance
Shopify · DTC · Technical Apparel
Racysuits is a bold skiwear brand rooted in retro ski culture, craftsmanship and performance-driven design. Its story starts with Norma, a passionate skier who began creating custom racing suits with the founder’s grandfather. Those suits combined technical performance with vibrant colors and distinctive styling, at a time when ski gear rarely allowed for much personality.
What began as handmade racing suits grew into a brand known for bold aesthetics, freedom of expression and a rebellious spirit on the mountain.
Today, Racysuits blends that vintage heritage with modern materials and ergonomic construction. Each suit is designed to provide warmth, durability and freedom of movement while keeping the retro style that defines the brand. It is skiwear that is both functional and fashion-forward.
The Journey
Heritage the website wasn’t telling
As Racysuits prepared for its next stage of growth, it came to Beyond Media Marketing with real history, a loyal niche following and an aesthetic people could recognize at a glance. What it didn’t have was a digital presence that matched the quality of the product.
The goal was to modernize the brand identity and rebuild the Shopify e-commerce experience while preserving the heritage that made the brand worth buying. Racysuits didn’t need a simple refresh. It needed a complete evolution that could mature its identity without flattening its bold personality.
The Challenge
A legacy stuck in the past tense
No formal brand system
Despite decades of character, Racysuits never developed a formal brand identity system. Without one, visual consistency across marketing and digital channels depended on habit instead of guidelines.
A storefront without story
The existing website felt outdated. It lacked the storytelling, design clarity and user experience that modern e-commerce shoppers expect.
Heritage vs. presentation
A growing gap had opened between the brand’s rich legacy and the way it appeared online. Customers who would have loved the story were meeting a site that didn’t tell it.
The Approach
Building Around Trust & Legacy
Discovery Rooted in Legacy
The project began with deep brand discovery into Racysuits’ origins, audience, competitors and long-term vision. This phase set the direction for the modernization and made sure the retro DNA stayed intact through every later decision.
Complete Identity System
We developed the full logo suite, including primary, secondary and monochrome variations, with usage rules and consistency standards. A clean, bold type hierarchy covers headlines, subheadlines and body copy, and works for both editorial storytelling and product commerce.
The Site as a Storytelling Platform
Wireframes and UI layouts were created to improve navigation, elevate product presentation and weave storytelling into the shopping experience. The storefront highlights Racysuits’ heritage, showcases product craftsmanship and guides customers through a smoother, more engaging journey. That includes product, collection, cart, design and story pages.
Built to Scale on Shopify
The storefront was fully developed, tested and optimized for performance, speed and scalability. It is fully responsive across devices and includes SEO optimization for product and collection pages.
The Solution
Bold, Premium, Timeless.
A documented brand book
The brand book covers logo usage, colors, typography, imagery and tone guidelines, photography direction, messaging strategy, and brand persona so consistency continues beyond the life of this project.
Product pages that sell craft
Product pages were rebuilt to show technical features alongside lifestyle imagery, helping customers understand the quality and craftsmanship behind each suit.
Better discovery
Improved navigation, stronger collection layouts and a streamlined shopping and checkout flow help customers find the right suit and complete the purchase, with a mobile-first experience on a custom Shopify theme.
A store they can run
Racysuits can now manage inventory easily, launch new products quickly and scale the online business as the brand grows.
Results that speak—
and start conversations.
- Organic Search in 6 months
- +167%
- Engaged Sessions in 6 months
- +191%
- Website Health Score
- 90%
- Online SalesCPA
- Immediate
- Click-Through RateCPA
- $29,342