CanvasCamp 11 months ago

CanvasCamp is one of the world’s leading canvas tents specialists, who creates high-quality equipment for nature lovers and sells it at affordable prices.


The business aims to help people create great memories when exploring the world, no matter how harsh the conditions are. Because it is known as a benchmark for canvas tents and for its good-looking products, we got overly excited about working with this client.

It all started with a meeting

If you read about us, you are probably already familiar with our way of working. Each collaboration starts with a briefing for development. In this phase the business owners communicate all the requirements they have for the project.

Baldwin built the first Magento webshop for Canvascamp in 2014. Now 4 years later we wanted to upgrade to Magento 2 and create a new shopping experience. After we finished the marketing & the technical research and we gathered all the information we needed, we proposed a structure for the website. It was properly adjusted depending on the client’s feedback until we established the final version.

Design & development

Our designers’ challenge was to properly translate the brand concept into the online shop. They chose to create a clean and simple design, that would highlight the Instagramable products manufactured and sold by the client. It perfectly fits the CanvasCamp’s brand identity.

Our team of developers started by setting up the test server & platform. They integrated the extra modules, transferred all the data into the new Magento 2 system and programmed all the custom backend functions. It all started to take shape after the front-end team programmed the templates.

SEO & analytics set-up

SEO and SEA functionalities are the most important things we deliver in terms of marketing at the launch of any webshop. Before launching CanvasCamp, it was all about 301 redirects, SEO check-ups & accounts configurations. We wanted to make sure each page is properly indexed by the search engines and the provided data is accurate.

Go live & advertising

After we made sure all the go-live checklist was completed by our team, the website was soft live for a few days. Everything was tested again, by our team and the client as well. At the moment of the launch, all the marketing campaigns were scheduled.

Now, we think CanvasCamp is one of the prettiest camping webshops. We share the credits with the client’s team, whose expectations were to create a project that raises the standards. We succeeded.

Joliette 11 months ago

Joliette is an online store selling fashion and home & deco products in Romania. Behind the webshop are two people eager to explore the online retail market, Livia and Răzvan, and a whole team ready to help them conquer it, Baldwin.


It all started with a briefing for development with all the requirements the business owners wanted for their website. The initial objective was the development of an MVP. The online shop had to be responsive, with a customised design and it had to integrate various functionalities.

Building the brand

After determining the company’s target audience and the mission statement, we researched the businesses within the industry, outlined the benefits and created the brand identity. We knew Joliette is a business for millennials. They are active in social media, they are preoccupied with their look and the environment they are living in. They have an income over the medium average of the market and they are online shoppers.

Creating the wireframes

Before starting to work on the design, we created the wireframes. This is one of the most important steps in the process of screen design. The layouts were created according to how we wanted the users to work with the information. Each page was build considering the user’s point of entry.

Design & development

Thanks to our careful planning to the smallest details, design tasks have gone naturally. We created the logo, the design for each page, and images for the most important communication channels. The design is young and vibrant, perfectly expressing the brand’s personality.

By having all the information, our development team worked on putting all our efforts into practice. They made sure they implemented all the functionalities and the SEO checklist, as planned.

Usage and tracking

SEO & SEA functionalities are two important things we revise and deliver with the launch of any webshop. We make sure each page is properly indexed by the search engines and all the data we gather is accurate. This is why the next step was represented by the implementation of various tools, such as Google Analytics, Google & Bing Webmaster tools, and Google Tag Manager.

To make sure we look at data relevant for the business, we track add to cart events, newsletter subscriptions and purchases. Based on these, we create, later on, relevant ads targeting the right audience and get in touch via e-mail campaigns.

Go live and advertising

The website was in a soft live state for a few days, until we made sure everything was tested by the client as well. At the moment of the launch, the online marketing campaigns were scheduled, according to the pre-approved ad budget. We created various messages according to each channel and its target audience.

Our main advertising channels are Google AdWords, Facebook and Instagram Ads. We succeeded in creating an interested audience which is eager to hear news from our client and regularly pamper with clothes and decorations.

Aqtor 8 months ago

Aqtor is a business specialized in manufacturing and delivering products from the reimbursed range of prosthetics, mobility aid, orthopedic shoes, and bandages. Its mission is to enable people with mobility restrictions to regain their ability to move. While Aqtor is producing orthopedic products, the items can be purchased on their webshop, Ortoshop, which we also developed.

An initial briefing meeting for development provided us all the information we needed in order to create the website: data about the business, the requirements for the project and the functionalities that needed to be implemented. We knew the site needed to be responsive, draw the users’ attention to the products and redirect them to the webshop for orders.

The wireframes

Here, at Baldwin, we work on wireframes in order to find the perfect arrangement of elements on a website, to best accomplish a particular purpose, so we planned the pages’ layouts, the content arrangement, the interface elements and navigational system. This way, we are able to check from the beginning how they work together.


The design was created by having in mind how we want the potential customers to work with Aqtor website. We made sure we organized information in order to be easy to read by the visitors: we used headlines, white spaces, images, and an easy to read typeface. The navigation includes a logical hierarchy and clickable buttons that redirect the users to relevant pages.

To help the website load as fast as possible, we optimised images, and alongside its responsiveness, it works great on every device.


Since we carefully planned all the functionalities and requirements for the website, the development has gone naturally. The website is created in Magento 2. The developers made sure they implemented all the SEO requirements from a prior made checklist.

Usage and tracking

SEO and SEA functionalities are two of the most important things we revise and deliver when launching a website. We checked each page to be properly indexed by search engines and we made sure all gathered data is accurate. How, you ask? By implementing tools such as Google and Bing Webmaster Tools, Google Analytics and Google Tag Manager.

Site launch

After we made sure everything is tested by both our development team and the client, we launched the website in soft live for a couple of days. At the moment of the launch, all the marketing campaigns were scheduled.

Fashionteam 8 months ago

Fashionteam is 5 fashion shops in one: Gibsy, Viruss, Rufus, Inconnue and Victory. The target audiences of each brand are slightly different, but all brands share their passion for high-end fashion.

Five brands, one team

Online, the five strong brands unite as Fashionteam. Our design team went for a clean and functional webshop design, consistent with the existing Fashionteam branding and suiting the style of each individual brand.

Omnichannel strategy

Fashionteam’s five brick-and-mortar stores by the sea have each been established names for years. To provide their existing customers with an even better service, the management decided to go omnichannel: the new webshop is not only meant to sell online, but must also stimulate in-store sales.

To fulfil the omnichannel goals, Baldwin developed a handy reservation functionality: Clients can reserve any product online to try it on in-store.

Next to that, each product detail page has a clear measurement table, to help visitors pick the right size online. In the looks section, visitors are inspired to new combinations, just like they would in-store.

Synchronisation with XLent

For the stock management of their brick-and-mortar stores, Fashionteam uses the XLent ERP system. Baldwin developed a custom synchronisation between the impressive product database in XLent and the Magento webshop. The collection of over 6.000 different products has been turned into a clear and user-friendly navigation menu.

Via the Magento back-end interface, the e-commerce manager can decide on any given time which products should be visible in the online store.

E-commerce coaching

The Fashionteam webshop is run by a brand new dedicated e-commerce team. Baldwin was happy to share its experience through extensive e-commerce coaching. Our experts trained the team on SEO, product photography and webshop management.

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