Translate Eleven's personality into a digital experience that helps people recognize the store, explore what is available, and decide how to visit.
The business
Retail / Metro Detroit
The work
Website, local search, CRM, campaign creative
The engagement
Ongoing web + local search + creative partnership
The challenge
Eleven competes in a busy retail market while operating one physical store in Berkley. Its website needed to communicate a distinct Metro Detroit identity and answer immediate customer questions: what can I shop, what is on offer, where do I pick up, and how do I get there? Promotional content also needed a consistent home as offers change.
The approach
Built the site around recognition and useful next steps. A strong blue identity and real exterior and interior photography establish the store's character. Shopping, deals, Club Eleven, and directions each have a clear role, supported by local content that brings surrounding communities back to the actual Berkley location.
The homepage uses the real Eleven Mile storefront as its visual anchor, then introduces the sales floor and interior character. That gives someone who has never visited a concrete picture of the place. Hours, directions, and pickup information sit within the same experience, so the visual identity supports the practical decision to visit.
The website separates current deals from the live shopping menu while making both easy to reach. Original promotional artwork can lead into a dedicated offer destination, and the embedded Dutchie menu provides the current product selection. Pickup guidance explains where the online journey continues in person. Club Eleven and the app links extend that journey for customers who want to keep up with new promotions. The ongoing work also covers CRM audience management, customer messaging, and original Adobe campaign creative, connecting the public website to the communication customers receive between visits.
Local pages connect communities such as Royal Oak, Oak Park, Southfield, and Ferndale to Eleven's Berkley store. They support discovery around the surrounding market while keeping the actual destination clear. The same brand direction carries through the site and recurring campaign artwork, helping customers recognize Eleven whether their first exposure is a search, a promotion, or the storefront itself.
What I built
The customer experience
Real store photography connects the online impression to the place customers will visit.
Separate shopping, deals, and membership paths serve different reasons for arriving at the site.
Local content brings surrounding communities toward one clearly identified Berkley location.
