02 / 05 Full case
Tifosi Sports
Identity, catalogue, ecommerce and product data
Nine-year relationship · 2016–2025
Tifosi Sports needed its long-term identity carried through a WordPress-to-Shopify transition, with clearer product routes and structured information.
Situation
Tifosi Sports sold performance-sports equipment and apparel across a broad, fast-changing catalogue. Its authored identity and a catalogue built up over nine years needed to move from WordPress into Shopify without losing the logic customers relied on to find, understand and buy the right product. For part of that relationship, Tifosi operated as South Africa's official distributor for On, the international performance-sportswear brand. The catalogue had to carry that weight alongside the everyday range.
The judgement
Neil created the Tifosi Sports identity, then carried it through distinct phases: WordPress-to-Shopify transition work, activity-led catalogue structure, structured product data and a commissioned Merchant-feed workflow.
Neil's role
Neil led the identity, the activity-led catalogue and navigation structure, the custom ecommerce sections and product pages, the Shopify category metafields used to structure colour, size, material, activity, closure and fit across the catalogue, and the commissioned Google Merchant-feed implementation mapping product, variant, metafield, metaobject and tag data into a controlled XML feed.
Commissioned scope
- Long-term identity work
- WordPress-to-Shopify transition work
- Catalogue and navigation structure (activity-led collections, product finder)
- Custom ecommerce sections and product pages
- Structured product information (Shopify category metafields for colour, size, materials, activity, closure, fit and other attributes)
- Commissioned Google Merchant-feed implementation mapping Shopify product, variant, metafield, metaobject and tag data into a controlled XML feed
How the work developed
- 01Identity work
- 02WordPress period
- 03Shopify transition
- 04Catalogue and product data
- 05Merchant-feed implementation
Identity application
The authored Tifosi Sports identity carried into correspondence and presentation materials.
Product finding and data
Activity-led finding supported by structured product information.
Customer-facing ecommerce interface
Customer-facing catalogue and product-page design.
Interface screenshots contain third-party On product and campaign photography. The Skilld evidence is the identity, catalogue, product-information and interface work.
Outcome
The identity and catalogue system Neil built carried Tifosi Sports through a nine-year relationship, from the original brand through a full WordPress-to-Shopify migration and Merchant-feed implementation.
“I've had the privilege of working with Neil for the past 9 years, and he's been instrumental in shaping the online presence of my various businesses. He's also played a key role in the design of all our marketing initiatives and materials. Neil consistently brings fresh ideas and a clear understanding of what truly works. His design work always stands out. Beyond his creative and technical strengths, he's a pleasure to work with — reliable, trustworthy, and genuinely committed to delivering high-quality marketing. I'm truly grateful for our long-standing partnership and would recommend him without hesitation.”
Nick Zografos · Tifosi Sports
What this work demonstrates
Digital depth beyond page styling: navigation, product structure, metafields, interface and feed logic working as related but separately evidenced decisions, sustained across a nine-year client relationship.