Bracks Indigenous Clothing

About BRACKS Indigenous Clothing

BRACKS Indigenous Clothing is a proudly Indigenous-owned and operated apparel brand based in Townsville, Queensland. For over eight years, the business has created culturally inspired fashion that celebrates Indigenous heritage and storytelling. As demand for online orders grew, BRACKS approached Metrix to update their website and implement a strategy that would help them grow sales — without losing the cultural roots that make the brand special.

Challenges

Updating the website wasn’t just about technology — it was about honoring legacy. The brand’s traditional identity had to be maintained throughout the digital transformation. Key challenges included:

• Preserving Cultural Integrity – Colors, motifs, and messaging needed to reflect Indigenous customs authentically.

• Outdated Site Infrastructure – The existing site lacked modern eCommerce tools and was difficult to navigate.

• Underperforming Creative Assets – Banner ads and content were not converting or connecting with the intended audience.

• Limited Visibility – The business needed stronger positioning across search engines to stand out in a growing space.

Approach

Metrix approached the project with cultural respect and commercial intent. The goal was to create a modern digital experience that reflected the brand’s heritage, empowered customers to engage more easily, and opened up new channels for sales and growth.

Strategy & Execution

Metrix delivered a blend of strategy, design, and platform execution tailored to BRACKS:

• Shopify Migration – We migrated the site to Shopify for a faster, cleaner experience with simplified checkout and mobile optimization.

• Culturally Aligned Design – Every visual element — from color palettes to typography — was curated to reflect Indigenous values while enhancing usability.

• Revamped Banners & Messaging – We created new, story-driven banner visuals and messaging that emotionally connected with customers.

• Competitor Analysis & SEO – We implemented keyword strategies based on competitor positioning, giving BRACKS a boost in organic visibility.

• Branding & Network Activation – Content strategies focused on activating their loyal network, turning community pride into purchase momentum.

Outcomes

BRACKS Indigenous Clothing now operates with a refreshed identity that’s both culturally respectful and digitally optimized. Their Shopify store delivers a smooth customer journey, with visual storytelling that does justice to their mission. The business saw a meaningful increase in traffic and made their first major online sales milestone — a powerful moment for a homegrown Indigenous brand.

Key Results

23

%

Increase in overall online store traffic

31

%

Growth in revenue after Shopify migration

19

%

Improvement in engagement with homepage banners