Elevating a Chicago Icon for Digital Commerce
What we did
UX Strategy & Audit
UI Design
Shopify Development
Data Architecture
Forms & Integrations
January 2026
cdpeacock.comCD Peacock is one of Chicago’s most established jewelry and watch retailers, carrying partners like Rolex and Tudor. They had strong products and real brand equity, but a Shopify experience that couldn’t keep pace. We were brought in to fix that, from the ground up.
The challenge
The core problem wasn’t design; it was alignment. Campaign traffic landed on generic pages, product data lived in an unwieldy popup across 1,400 SKUs, and appointment forms were constrained by Shopify’s defaults. The team had clear goals but no UX or technical foundation to support them.
The solution
We opened with a structured audit and competitive benchmarking exercise, then focused the budget on a short list of high-impact assets rather than spreading thin across small fixes. Key deliverables included a redesigned homepage, a custom mega menu, separate watch and jewelry PDP templates, a metafield migration path for legacy product data, and advanced form builder apps configured for appointment and job application flows.
Designing for Luxury at Every Touchpoint
CD Peacock operates at the intersection of heritage and high value, and the digital experience needed to signal prestige without sacrificing usability. Our design decisions were anchored in that duality: a mega navigation structured around how customers actually shop (by brand, by price, by occasion), product cards with interactive metal and stone variant selectors, and a Designer Lightbox experience on collection pages that delivers editorial brand storytelling without pulling shoppers away from product discovery.
Every section of the new site was built to give the CD Peacock marketing team more control, with configurable Shopify sections, metafield-driven content, and campaign landing templates they can clone and customize without developer support.
Typography
Color Palette
A Foundation Built to Sell
We rebuilt the homepage around CD Peacock’s actual business priorities and paired it with a fully custom mega navigation that lets shoppers move by brand, price, or occasion without a single third-party nav app involved.
From Data Dump to Confident Purchase Decision
Collection pages were reworked with Designer Lightbox functionality and richer filtering, while a new product detail template replaced an unwieldy popup with structured sections for About This Product, Features, and Technical Data across separate watch and jewelry templates.
A Site That Finally Matches the Brand
Every touchpoint was elevated to reflect the premium nature of what CD Peacock sells, from scaled imagery and interactive variant selectors to campaign landing templates and advanced appointment forms that give marketing real tools to drive conversions.
Erik Young
We have been working with LLT Group for three years now. While we consider ourselves a very small company, they treat our projects as if we're a giant brand. The design team is fantastic and has brought our various ideas to life. With every project we send to LLT, they seamlessly deliver exactly what we request and stay on budget. There are a lot of good creative agencies out there, However, LLT is great!
Carnegie
Bringing simplicity and elegance to a market leader in sustainable textiles
Altura Credit Union
A digital experience delivering financial freedom
Brookfield Center for the Arts
Building a creative foundation for inspired youth