Assembly

Redesigning Assembly’s digital platform for premium merch creation

A laptop displaying the new Assembly website is placed on top of cardboard boxes, branded with the Assembly logo. The website homepage shows the headline “Premium merch for your business” with a photo of a hand pulling on a white T-shirt. Below the text, there is a button labeled “Start designing.”

Services

Assembly simplifies custom merchandise by combining a powerful digital platform with a fully integrated supply chain, establishing a new standard for ease and efficiency. We partnered with Assembly to redesign both the marketing site and the studio – the tool that customers use to create their merch.

We focused on reducing friction within the customer experience across the funnel: from landing page to onboarding, creation process all the way to purchasing an order. We reworked the design language that reflects Assembly’s high quality and standards and further sets the brand apart from competitors.

As Assembly’s clients typically don’t come from the fashion industry, they need to be guided through the design process in the Studio – Assembly's creation tool. To simplify the process, we have streamlined the customization experience. Customers can now easily explore and test different dye colors, add and position artwork, and seamlessly customize neck labels. The redesigned flow clarifies each step of the process and lowers the entry barrier by eliminating industry jargon that might confuse clients. Instead, we incorporated visual explanations and intuitive design elements to make the process more accessible.

A computer monitor displays Assembly’s newly redesigned creation tool. The screen shows a blank T-shirt being customized, with options for garment dye colors, artwork placement, and custom patterns on the right side. Below, the user can select the quantity, price, and estimated ship date for the order.
A section of Assembly’s production facility shows fabric being processed for custom merchandise. Large white sheets of fabric are fed through industrial machinery, with a cart in the foreground holding piles of additional fabric ready for processing.
A woman and a man standing in front of a pile of clothing each holding up a t-shirt and expecting it.

Product photography is crucial to both the shopping and customization experience. It showcases the product range while highlighting the fit and high quality of the garments. To ensure the best possible images to complement our designs, we have developed comprehensive photography guides and shot lists that Assembly used to plan their shoots.

A user interface detail from Assembly’s design platform is displayed over a scene of a worker inspecting a pink T-shirt with the text “apartamento.” In the lower left, a green long-sleeve shirt with “Sound Metaphors” and a heart graphic is visible. On the right, a UI overlay shows an image of a white “Classic Longsleeve – 270” with a price starting from 15,45€.
A male model is wearing a loose-fitting, blank white T-shirt from the brand Assembly. The image is split into two sections: on the left, a close-up of the model’s torso and hand gently pulling on the fabric of the shirt, and on the right, a full-body view of the model standing, wearing the same blank white T-shirt paired with dark blue pants.

To emphasize Assembly as a merchandise creation tool – not a clothing store – we placed custom products front and center. As part of this strategy, we prominently featured case studies to inspire customers with compelling examples of merchandise created by Assembly’s customers.

A smartphone screen displays the new website design for Assembly. The homepage features the headline “Designs brought to life” with an image of a black sweatshirt embroidered with the word “WESTWING.” Options for the “Classic Sweatshirt 500” in “True Black” and “Embroidery” are shown on the screen. The background of the image is a close-up of draped fabric, which complements the focus on customizable clothing products offered by Assembly.

To demystify complex topics like production process and pricing, we designed interactive features that engage and inform. We mapped out each step of the customization journey, allowing customers to intuitively explore and understand the process. We also introduced a price calculator that provides transparency into how order quantities and customization options affect costs. This helps customers experiment with different options and seamlessly discover their ideal configurations.

A worker walks through one of Assembly’s production facilities in Portugal. The large, bright space features advanced machinery on both sides, with long rows of textile equipment used for manufacturing.