Internet Fusion.

Creating a powerful framework for a family of eCommerce sites.

Project summary

Internet Fusion approached us with the ambitious target of redeveloping their entire International eCommerce portfolio (~15 sites) from the ground up, bringing a fresh new design as well as a solid accessible and responsive foundation.

We were tasked with creating the new framework as well as redesigning and developing the first of their sites – Extreme Pie, whilst giving them the tools required to easily redesign their remaining sites, in multiple languages.


Internet Fusion


  • IA/UX Design & Interactive Prototyping
  • Web Design
  • Web Development
  • Framework Production for Multiple Brands and Languages


Extreme Pie website on tablet
Blackleaf website on tablet
Webtogs website on tablet

Information Architecture & User Experience Design

We underwent a comprehensive scoping phase, analysing their existing sites and outlining the best approaches for achieving consistency throughout.

We created interactive Axure wireframes to develop a blueprint for the foundation on which all sites would be based.

Interactive Axure Wireframes
Language Selector

A layered approach for a flexible framework

Moving onto production we took a layered approach, creating a common base set of templates, scripts and styles and allowing for unique brand design and multilingual layers to be added. This allows the creation of unique websites per brand in multiple languages, whilst retaining the consistency and maintainability of the common framework.

What the client had to say

“The requirements gathering exercise Simon encouraged us to do from the outset meant as a client we reduced our costs and got a finished product that was aligned with our expectations. His knowledge of the latest web standards, best in class design and an open an honest way of working inspired our confidence in him from the start which was important when we were asking him to work on the most important aspect of our business.”

Jon Barnes, Head of Web Development, Internet Fusion