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About Madji Indigenous Furniture
Madji Indigenous Furniture is a commercial furniture manufacturer based in Brisbane, Queensland, supplying high-quality products across Australia and New Zealand. The company is Indigenous-owned and known for its commitment to craftsmanship, sustainability, and community values. To elevate its digital presence and reflect its heritage in a modern eCommerce environment, Madji Furniture partnered with Metrix for Shopify migration, branding updates, and SEO optimization.
Challenges
Madji Furniture approached the project with a clear vision and well-defined goals. While the execution was smooth, there were still strategic objectives that needed to be addressed:
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Shopify Migration – Moving the site from a traditional platform to Shopify required careful handling of products, categories, and integrations.
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Visual Branding – The website needed to reflect a soothing, earthy aesthetic using a palette of cyan and browns, aligned with the brand’s Indigenous identity.
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Modernizing User Experience – The old site lacked responsiveness and user-friendliness, which impacted online engagement.
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SEO Visibility – Despite offering unique products, the website was not ranking for relevant commercial furniture terms across target regions.
Approach
Metrix focused on delivering a clean, functional, and visually harmonious website that honored Madji’s brand values while improving online performance. The project centered on accessibility, design simplicity, and strong foundational SEO.
Strategy & Execution
With clarity from the client and a defined roadmap, we executed across three core pillars:
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Shopify Integration – Migrated the entire product catalog into Shopify, optimizing performance, structure, and usability.
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Design & Aesthetics – Implemented a calm, earthy design using cyan tones and brown accents to reflect Madji’s identity while keeping the interface minimal and modern.
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SEO Optimization – Conducted keyword research and implemented on-page SEO across categories and product pages to increase visibility.
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Visual Marketing Assets – Designed new banners and promotional visuals that aligned with the refreshed brand language.
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Mobile Optimization – Ensured a seamless browsing experience across devices, improving load time and customer navigation.
Outcomes
Madji Indigenous Furniture now has a high-performing Shopify store that balances Indigenous identity with modern digital standards. The website is more user-friendly, easier to manage, and better positioned to attract B2B and retail customers through search engines and online campaigns.
Key Results
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Increase in organic traffic within the first two months
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Boost in average session duration due to improved UX
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Increase in product page engagement
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