Involved at an early stage in the process of creating a powerful new sportswear brand for SUDU, Northern Artillery was tasked with responsibility for not only its digital appearance but also the brand's primary sales channel – that all-important ecommerce site.


Calling upon years of experience in articulating a brand's digital form, our initial work focused on establishing some simple motion principles that informed a new logo ident including typeface, use of colour and brand patterns.

Motion principles were conceived around SUDU's four core product categories of Run, Play, Train and Rest, each with a defined pace/tempo permitting brand movement to dial up or down as needed.

A clean website UI was established to enable the products and campaign imagery to take centre stage, with glimpses of the all-new SUDU brand elements being revealed through user interactions.

Utilising our boilerplate to enable rapid design and development, SUDU's Shopify 2.0 theme is built to the best in SEO and accessibility standards, with multiple third party integrations in the mix too – including for reviews and loyalty as well as payment providers such as Klarna and Laybuy.

In a challenging twist, SUDU requested that product colourways be presented to the customer as separate products via collections and search. Rather than editing core Shopify collection and filtering logic, we created a variant selector in the admin via metaobjects – permitting colourways to be administrated as a parent product and therefore available on the UI as separate items in collections, filters and search. This feature also provided SUDU with additional benefits such as colourway specific SEO content per product and separate colour filter options for collections.


Backed by Levy UK & Ireland, part of FTSE100 company, Compass Group PLC, SUDU has entered this highly competitive retail market with the clear intent to become a serious player. We look forward to seeing how quickly the brand gains traction and will update this page once early trading performance has been established.

“Working closely with Northern Artillery to deliver our vital shop window really has been fantastic. We have hugely enjoyed the process of tapping into your talent and experience and are certain that the new website will help achieve our ambition to deliver greatness in the world of sports performance and participation.”

Tom Hart

Head of Brand