Abigail Borg

For the development of Abigail Borg, the goal was to refine and enhance a beautifully established creative brand, known globally for its hand-illustrated wallpaper, fabric, and interior design collections. As an award-winning British designer with a strong visual identity and a highly curated product range, the website needed to reflect the artistry, detail, and timeless quality at the heart of the brand.

We designed and developed a refined, content-rich digital experience that puts the artwork first while making it easy for customers, interior designers, and trade buyers to explore collections, view products, and purchase samples or finished pieces. The focus was on balancing strong visual storytelling with a clean, structured shopping experience that supports both inspiration and conversion.

Key areas of the project included:

• A UX-led redesign that prioritises artwork, pattern detail, and collection storytelling
• Mobile-first responsive development for a seamless browsing experience across devices
• Enhanced eCommerce structure for wallpapers, fabrics, cushions, and homeware products
• Improved navigation and filtering to help users explore large, pattern-led collections
• High-performance front-end build optimised for image-heavy content and fast load times
• SEO-focused content structure to strengthen organic discovery across collections and designs
• Trade and retail journey improvements to better support both consumer and commercial audiences
• Scalable design system built to support ongoing collection launches and product expansion

The final result is a polished, elegant, and highly functional platform that elevates Abigail Borg’s digital presence while allowing her intricate, hand-drawn designs to take centre stage. The website successfully bridges eCommerce functionality with a strong editorial feel, reinforcing the brand’s position as a leading name in contemporary textile and surface pattern design.