Making a technical composites catalogue shoppable

Marine & composites materials · Amazon US · Visuals and Brand Store

Gelcoats, resins, hardeners, pour foam, fillers, cloths, solvents. A deep catalogue of chemical products sold to people who know exactly what they are doing and have no patience for a listing that does not state the specification. We rebuilt the visuals across the range and built the Brand Store around how the work actually gets done.

The problem with a materials catalogue

Composites buyers are professionals and serious hobbyists repairing boats, and they buy in sequence rather than one item at a time. A gelcoat repair needs the gelcoat, the right hardener, possibly a filler, a cloth, and a solvent to clean up — and getting the wrong hardener for the resin does not produce a slightly worse result, it produces a batch that never cures.

Two things follow. First, the product images have to carry chemistry: what it is, what it works with, what size you are getting. Second, the catalogue has to be browsable by the stage of the job, because that is how the buyer is thinking. A grid of similar-looking bottles sorted by nothing is the default in this category and it is actively hostile to the person spending the money.

What we built

A visual system, not a set of images

Across the range, one design language: the same treatment for product shots, the same placement for volume and specification, the same colour logic separating one product family from another. In a catalogue this deep, consistency does more work than any single image — it is what lets someone scanning eight similar containers identify the one they need in a couple of seconds, and it is what makes a supplier look like a manufacturer rather than a reseller.

The Brand Store, organised by job stage

Seven category pages plus a homepage: Gelcoats, Resins, Hardeners, Expandable Polyurethane Pour Foam, Putty and Filler, Fiberglass and Cloths, Solvents and Additives. That is not an arbitrary split — it maps to the order in which a repair actually happens, so someone who came in for resin is one click from the hardener that goes with it. The store carries the brand's own strapline against imagery of the work being done rather than the products sitting on a shelf.

Lifestyle imagery with real context

The store hero shows the product being used on a boat by someone who plainly does this for a living. In a trade category that is not decoration — it is the fastest available signal that the supplier understands the job, and it separates a specialist from a generic marketplace listing.

Where it stands

The Brand Store is live with all seven category pages and the full range carrying the visual system.

What we are not claiming, and why there are no names. We do not hold this client's sales data, so there is no conversion or revenue figure here. The client is also unnamed and unlinked until they have given us written permission to publish the work — we will not put a client's brand on our marketing site before asking them. Happy to walk you through the live store on a call.