Evess (formerly Graduation Attire) needed to consolidate three separate product brands into one unified platform. They were also moving from a custom e-commerce system to Shopify, meaning a full migration with high SEO risk.
The goal: merge the brands, protect rankings, and improve user experience without losing visibility.
Built a unified site architecture to merge Graduation Attire, Choralia, and Tailor De Jure under one platform.
Designed brand-specific landing sections within one cohesive user journey.
Fully optimised the Shopify build with technical SEO best practices.
Created a complete 301-redirect map to preserve link equity across thousands of URLs.
Migrated all blog content to a new subdomain and ensured no loss of traffic.
Manually reviewed and updated backlinks wherever possible.
Launched the new site and monitored all key metrics intensively for 15 days post-migration.
Developed a seasonality-driven content strategy tailored to each of the merged product verticals.
The migration delivered exceptional stability, with 0% traffic loss and no drop in rankings or visibility throughout the transition. The new platform created a stronger, unified brand experience, making it easier for customers to navigate and engage across all product categories.
With content now aligned to key seasonal periods, Evess benefits from clearer journeys, better relevance, and a site structure designed to support sustained long-term growth.
