A growing healthcare company, active in the direct-to-consumer medical products market, was looking to overhaul its online store with a more scalable and autonomous approach.
Their teams wanted more control over how content was published, more consistency in design, and a foundation that would not hold them back as their product range and geographic footprint expanded. They chose Shopify as the core platform but needed a partner to make it work for the complexity of their organization.
Challenge
The client came to us with a clear brief: build a Shopify theme that would give their marketing team freedom, without creating dependencies or technical bottlenecks. They wanted to avoid relying on developers for daily updates. At the same time, they needed to keep full control over design quality and site performance.
There were four key challenges:
- The theme had to be highly customizable without requiring code changes.
- Tailwind CSS needed to be fully integrated into the design system.
- Page sections had to be dynamic and reusable, supporting different types of content and campaigns.
- Product pages required metafield-driven content, but the interface needed to stay simple for non-technical editors.
The goal was not just to launch a website, but to create a robust structure that could evolve without friction.
Approach
CBTW brought together its CMS and front-end development teams to design a technical setup that balanced flexibility with maintainability. We started by setting up a safe, scalable development workflow using Shopify CLI, Tailwind CSS, and Git. This gave the client a controlled environment for development and testing, with version control and collaboration built in from day one.
Next, we focused on building atomic, reusable components that could serve multiple use cases. Hero sections, article sliders, testimonials, promotional banners—each one was built with customizable settings available through the Shopify theme editor. This gave the marketing team freedom to create new pages, adjust layouts, or run campaigns without calling on developers.
To support richer product storytelling, we implemented a metafield structure that allowed editors to add detailed content per product—without needing to understand the codebase. Through a guided interface, the team could manage product-specific content like benefits, usage details, and certifications directly from the CMS.
We also made sure that every component followed WCAG 2.1 accessibility standards and worked smoothly across all viewports. The result was a clean, consistent, and responsive user experience for every visitor.
Benefits
The project delivered a solid foundation for both technical and marketing teams. The client now works with a clean, Tailwind-powered atomic design system that keeps the visual identity consistent and future-ready. Their developers work within a Shopify CLI and Git workflow, making updates safe and scalable. Editors work independently with flexible, reusable sections and a simplified metafield setup—avoiding delays and bottlenecks.
On top of that, robust localization support was built in, setting the stage for international expansion without rebuilding the theme or duplicating work.
CBTW Services
We deliver pragmatic, scalable CMS solutions that support your business today and tomorrow.
From Shopify to WordPress, headless CMS setups to custom design systems, our teams work with your pace and your structure to deliver sites that are easy to grow, update, and maintain.
If you are facing similar challenges—or want to make your content team more autonomous—explore our full CMS services here.