Molossos,  a workwear brand in Greece, achieved a 389% conversion increase within a year. This was the outcome of intentional conversion rate improvements to the website with ongoing testing and a bold new visual identity for their products delivered by Wieldex Digital Experience Design, led by Vivian Perry.   

This case study was one of the highlights of a recent podcast, where we had Vivian interviewed by Jake. It offers points and lessons that can be applied beyond one brand, especially for SMEs. Jake and Vivian discussed how investing in the right mix of experience design and branding can dramatically change outcomes.

The Road to 389% Growth

Molossos had cycled through three agencies before Vivian’s team stepped in. When Vivian spoke with the owner, her initial instinct was to take a traditional route to market these products, due to the historically traditional approach of the company with their workwear products. The owner reiterated that this is not what Molossos needed.

Vivian knew she had to think differently and present a strategic solution that would help differentiate the brand from its competitors.

E-commerce Experience Design in Action

Vivian developed a service for Wieldex called ‘E-Commerce Experience Design’, consisting of organic marketing, behavior-driven marketing, including SEO, CRO, email, SMS, marketing, and commercial photography, and automation processes that span 24 months. 

And this is exactly what they implemented for Molossos. 

Although Molossos already had a higher conversion rate of 8–10%. Vivian’s team began with a full website audit to identify what was working, what was not, and where customers were dropping off. 

They built a system for testing, measuring, and improving the customer journey. This system provided solid and quantifiable data that steered every design choice and was refined over time.

To their surprise, after a consistent implementation of this system, it gave them staggering results that surprised them:

Photography as a Competitive Edge

Vivian’s team had the technical and backend aspects sorted, but the turning point came when Vivian decided to highlight the brand’s unique positioning through story-driven branding, utilizing commercial photography.

This concept starkly repositioned the brand consistently for years and reshaped its market position.

As highlighted by Forbes, "A recognizable brand tends to attract more attention, leading to increased leads and a higher conversion rate… 71% of people will make more purchases from a brand they trust."

Vivian’s Playbook For SMEs

Let’s take a closer look at Vivian’s method in achieving a higher conversion rate in a way any SME can learn from:

• Start with Audits: They started with a deep audit of Molossos’ website, pinpointing friction points in navigation, product pages, and checkout flow. Finding ways to optimize the buyer experience first before launching campaigns is crucial.
  
  This approach aligns with insights from Shopify, which emphasizes the importance of understanding customer behavior and continuously optimizing the user experience.
  
  
• Story-Driven Branding: Instead of generic product shots, they turned photography into a storytelling tool by placing workwear in casual settings to stand out from expectations and help customers imagine themselves wearing the products every day.
  
  
• Build Systems, Not Quick Fixes: Rather than a one-time redesign, they built a system of continuous testing and iteration. Every improvement was backed by data.
  
  
• Embed Trust into the Journey: Reviews, clear pricing, and guarantees weren’t afterthoughts; they were strategically placed to reduce hesitation where customers dropped off.
  
  

Why Green Light Studio Pays Attention to Stories Like This

At Green Light Studio, we believe stories like Vivian’s prove that sustainable growth comes from thoughtful strategy and clear execution, not from chasing quick wins.

Our clients often face the same hurdles: outdated branding, low conversion rates, and too much focus on short-term fixes.

The good news? As Molossos’ success shows, transformation is possible. Watch Jake and Vivian's full podcast episode.