Grade was asked to create a tightly-focused, UX-driven e-commerce website for Sydney custom watchmaker Mister Wolf.

Client: Mister Wolf
Creative Direction, Wireframing & UX, Front-end Build, CMS Build, E-Commerce


Grade designed and built a completely custom e-commerce solution on a tailored, client-managed CMS. The restrained elegance of Mister Wolf's watches led to a sympathetic, minimal aesthetic that is both engaging and highly functional, with a clear transaction pathway.


From wireframe UX to a completed e-commerce build, Grade helped Mister Wolf to establish a fresh, user-focused, forward-looking website, with a global store that lets users to shop in their own currency.

A Custom Watch Builder tool allows users to select the watch face, dial, hands and band from over 200 combinations. Grade built a completely custom interface that needed to work seamlessly with the backend shopping cart, and which allows users to share an image of the watch they've designed to various social channels, complete with direct links to channel new visitors to the store.

Grade built a highly-customised CMS, helping Mister Wolf to manage and create content, including "Discover", featuring articles and news from the world of Mister Wolf, a retailer management system, Lookbook galleries, and a custom content editor which helps Mister Wolf to author rich and engaging articles and pages, all wrapped up in a minimal aesthetic that gives Mister Wolf room to grow.

Stage 2 will feature a Members-only system, along with new watches and components. 


"In searching for the ideal company to assist in developing it was clear from the outset Grade would be the perfect match."

"The ability to work directly with key designers, developers and an all-round great, responsive team was key to an outcome that was more seamless and a more enjoyable e-comm experience than we could have anticipated."

"Given our initial brief supplied was quite broad, and admittedly we did make some key structural changes along the way, the guys interpreted and adapted quickly whilst also providing key feedback to improve the overall outcome." 

"My personal intent in developing the Mister Wolf brand was to partner and collaborate with people that I enjoyed working with, people that offer something extra and people that I know the company can grow with long term. Grade aligned perfectly with this philosophy."

– Leighton Clarke, Managing Director