About This Webinar
Ellis Brigham has been a destination for outdoor enthusiasts for generations, famous for expert advice, premium pieces and personal service.

This session will reveal how that in‑store reputation became a distinctive, brand‑first digital experience.

It was recently shortlisted for Outdoor Site of the Year at the UK eCommerce Awards (winners announced 15 October).

You’ll hear how the team reframed a multi‑brand retailer into a cohesive brand, built an in‑house studio to replace generic supplier imagery, and encoded real expert guidance into product journeys, so customers feel supported whether they shop online or step into a store.

We’ll discuss the “before/after” moments that made the difference and how the new digital brand language now informs in‑store.
Agenda
  • From multi‑brand retailer to brand: identity & design system
  • Building a visual language: art direction & the in‑house studio
  • Expert‑led ecommerce: making every PDP feel like talking to a pro
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Matt Higson
Creative Lead, Ellis Brigham
Matt leads the creative output at Ellis Brigham, bringing the retailer’s in‑store expertise online through original content and a distinctive visual identity. A former snowboard athlete and filmmaker, his credits include brand films for Ellis Brigham, and he’s been instrumental in standing up the company’s in‑house studio to own art direction end‑to‑end.
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Ed Bull
CEO, Limesharp
Ed leads Limesharp, a design‑led digital commerce agency known for brand‑first, composable builds on Centra and Shopify. He’s overseen award‑recognized work (e.g., Paul Smith’s MACH Impact Award win) and the Ellis Brigham transformation, and he steers Limesharp’s strategic partnership with Centra in the UK. Expect practical insights on marrying art direction with scalable architecture and on running multidisciplinary teams from discovery to delivery.
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