How the dream began

Downright was a respected, well-established company that sold expertly-crafted down bedding. Business was thriving, but with no strong brand identity or digital presence, they were at a loss for how to grow bigger and better. They turned to Forwardslash for help.


Making a blanket statement

Downright boasted a rich tradition of age-old craftsmanship, which distinguished them from other brands – and we set out to capture that in a website.

We got to work discovering all we could about Downright's history, mission, and values – mapping out a brand identity that encapsulated who they were. Included were photography direction, custom illustrations and icons, and a branded messaging bank that communicated their unique legacy.

Down, to the last pixel

When creating Downright’s website, our goal was to harness that feeling of visiting a high-end store – and digitizing it.

We designed a custom ecommerce platform optimized for conversion, with every pixel carefully planned and executed. To replicate the white glove service of a brick-and-mortar store, we built out the UX to include plenty of education and guidance, as well as easy-to-use features that allow customers to explore and learn about different options.

Get educated at DownU

When creating Downright’s site, we made sure to include lots of educational content about the qualities of down, its various types, and how it’s used to make superior bedding.

This served to educate visitors about the quality of Downright’s products and position them as experts in the industry.

All sides covered

In order to bring the B2B side of Downright online, we built a customized interface for their wholesale clients.

Now, these clients can sign in for an experience tailored to their needs, with adjusted pricing and recurring orders – making the process more efficient and hassle-free.

Capturing the dream

To powerfully communicate who they were, Downright needed compelling visual content. We arranged and strategized for a photo and video shoot that would give them a wealth of media to use for years to come.

With the filmed footage, we created an engaging video that shows the passionate people behind the company and the intricacies of their craft.

The rest is history

Today, Downright has an elegant visual identity and a consistent voice, strengthening brand awareness and loyalty. Their beautiful website encapsulates their legacy of craftsmanship, their passion for their work, and the superior quality of their products.

Downright has enjoyed a significant boost in sales, allowing them to reach new markets and expand their customer base. And they all slept happily ever after.

See the magic online

With one seamless team taking care of all your needs, your results will always be cohesive, and always on track.