Gridiron Metal Works

We hate to brag, but our clients are cooler than yours. From day one, it was obvious that the Gridiron crew lives and breathes tailgating. They’re sassy, they’re not afraid to roast you for ordering a burger above medium-rare, and they’ve got one of those electronic basketball shooting games in their office. How frigging cool is that?

So when we learned that their website was about as fun to read as a dictionary, we knew it was time to head to flavortown. We put together brand voice guidelines that matched the spunk and humor of the Gridiron team we knew and loved.

The Gridiron team is hungry — and it’s not just because of their line of work. With official licensing from most of the nation’s top universities, Gridiron is always rapidly expanding into new product categories to put super gifts into the hands of super fans. But to set the foundation for that explosive growth, Gridiron leaned on Kicks to tidy up their ecomm platform.

Our goal is to never over-engineer a website’s backend with multiple templates and page designs. Starting with Gridiron’s most detailed products, we designed and developed a product template that uses dynamic code to detect the product category and hide non-applicable sections of the page. The result? A snappier experience for the end user, and big time and dollar savings for Gridiron.

Metal is at the heart of everything Gridiron does. Most of their products let users choose a size and metal type, both of which impact the amount and price of materials it takes Gridiron to make that particular item.

Because of fluctuations in the price of metals, we needed to find a smart way to make global price updates on the site that would account for both the product’s size and metal type. Rather than using the traditional variant/variant spreadsheet approach, we used what we call a Global Add-On to reflect dynamic pricing. Now, Gridiron can update pricing by a flat fee or percent without having to update their product sheet and overwrite the store.