Allied Flag BigCommerce Redesign: One Brand, Two Storefronts

The Challenge

Allied Flag’s biggest problem wasn’t that their sites looked outdated — it was that they looked unrelated. A customer browsing the B2C store had no idea the same company ran a commercial wholesale operation, and B2B buyers couldn’t see the consumer side either. They knew this brand disconnect was costing them. Cross-selling opportunities were slipping through the cracks, and their overall market presence felt scattered when it should’ve been unified and strong. Beyond the branding issue, each storefront had its own content challenges. The B2C website needed educational content to attract new customers and drive organic traffic, but it wasn’t showcasing their expertise. The B2B website needed the opposite, streamlined access to products and pricing without unnecessary content, since commercial buyers already know what they want. Both storefronts required completely different approaches, but first, they needed to look and feel like the same company.

How We Addressed It

MAK Digital rebuilt both storefronts around a unified brand system that customers could recognize instantly. We created a design language that tied everything together: consistent typography, a cohesive color palette, gold stitching accents, and a whiskey label-inspired header navigation that became their signature look. Cross-navigation buttons in the header let B2C visitors jump to wholesale and B2B buyers explore the consumer store, making the connection between both sides obvious and intentional.

But unifying the brand didn’t mean making both sites identical. The B2C storefront needed to feel premium and aspirational, so we simplified navigation to emphasize curated product selection over catalog volume. American-made messaging appeared at key moments like hero banners, value props, and footer imagery, reinforcing patriotic credibility. Product pages got clean layouts with high-resolution photography, customer reviews, and trust signals that matched the quality of their flags. We also designed a custom blog to drive organic traffic and establish them as flag experts, turning their site into a resource, not just a store.

The B2B side took the opposite approach. Commercial buyers don’t need storytelling; they need speed and clarity. We expanded navigation to showcase their full catalog depth and added a “Whole Catalog” link in the header for quick browsing. Commercial imagery replaced lifestyle shots, showing flags in dealership lots, office displays, and warehouses. We skipped the blog entirely, keeping the experience streamlined so repeat buyers could find products, check pricing, and order without friction. Same brand, different execution. Each storefront designed for the way its audience actually shops.

The Results

The redesign gave Allied Flag something they didn’t have before: a unified brand customers could recognize across both storefronts. B2B buyers now see the consumer side, and B2C shoppers can access wholesale options, creating cross-selling opportunities that didn’t exist when the sites looked unrelated. The modern design matches the quality of their products, building trust with both audiences and positioning them as a serious player in both markets.

Beyond the immediate transformation, Allied Flag’s development team now has a complete design system ready to scale. The brand guidelines we delivered ensure consistency as they grow, so every customer touchpoint reinforces the same professional identity. They’re no longer operating as two separate businesses. They’re one cohesive brand, and that’s a competitive advantage. To see the full transformation, read our Allied Flag case study.