The lightest option that does the job
We first check whether your current theme, or Dawn with a handful of custom sections, can meet the brief. We recommend a fully custom theme only when your brand, product logic or performance targets would otherwise need a long list of workarounds.
That is not modesty, it is maintenance: every line of custom code is a line someone has to keep working as Shopify changes.
- Adapt: colours, typography, custom sections
- Extend: new templates, metafields, metaobjects
- Build: your own design system and components
Sections your team can edit
Every component is built as a section with settings in the theme editor, so your marketing team can build landing pages, swap campaign imagery and reorder content without waiting for a developer.
We name settings so they make sense without a manual, and limit options where too much freedom would break the design.
Data in metafields, not copy-paste
Size charts, materials, care instructions and manufacturer details belong in metafields and metaobjects rather than in the description. They then appear consistently on every product page, change in one place, and feed structured data for search engines and AI assistants.
Performance is part of the theme
We measure Core Web Vitals before and after. Images are served at the size they display, the hero image is prioritised, and scripts are deferred where possible. A performance budget stops the theme slowing down with every new feature.
- LCP under 1.5 s on mobile as the target
- No scripts without a purpose in the theme
- Measurement before and after each major release
Accessible by default
We build against WCAG 2.1 AA: contrast, keyboard access to menus, drawers and filters, labelled form fields, meaningful alt text and pausable carousels. For stores selling into the EU, the European Accessibility Act has made this a compliance question since June 2025.
Code you own
The theme lives in your own repository, connected to Shopify through the GitHub integration, so every change is traceable and another developer can pick it up. Handover includes short documentation and a recorded walkthrough for your team.
