Client Portfolio: Criminal Damage

eCommerce and Content Creation‍

Criminal Damage is a London-born streetwear label known for bold graphics and sub-culture influences. Digitox partners with the brand to elevate every digital touchpoint, from a re-architected online store to data-driven CRM and high-impact visual content.

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eCommerce‍

We collaborated closely with developers to rework the structure, speed, and functionality of their Shopify store. This included conducting a full CRO audit, implementing heat mapping and user journey analysis, and advising on technical changes to navigation, product filtering, and mobile UX. Our team led the redesign of key pages, including homepage, collections, PDPs, and cart, introducing optimised merchandising blocks, personalised recommendations, and streamlined checkout flows.

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• 42% faster average page-load time
• 27% lift in overall conversion rate
• 19% drop in checkout abandonment

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Content Creation‍

Ermir led the full content strategy and production for Criminal Damage’s online and digital channels. This included planning seasonal shoot concepts, art direction, model casting, styling, and on-set execution for both eCommerce and campaign assets.

We developed a scalable visual framework to ensure consistency across PDPs, lookbooks, email, and paid social, creating assets that align with the brand’s urban aesthetic while driving conversion and engagement.

Our eCommerce photography focused on clean, high-resolution product imagery with multiple angles and video clips to reduce return rates and boost add-to-cart behaviour. For campaigns and social, we blended editorial-style shoots with trend-led motion content to capture attention across platforms like Instagram and TikTok.

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• Over 400 SKUs shot and retouched in the duration of the project
• 2.1× longer average dwell time on product pages featuring new creative
• 53 % increase in click-through rate from Instagram Shop tags
• Campaign visuals generated a 4.4% engagement rate on Instagram, outperforming streetwear benchmarks

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Through a complete overhaul of their eCommerce experience and a refined visual content strategy, we helped Criminal Damage elevate their online store, improve conversion, and bring consistency across all digital touchpoints.