A More Expressive Ecommerce Experience

We Are Robots is the online home of artist Alex, known for creating highly customised, one-of-a-kind gaming controllers. As the business evolved, the focus shifted away from lower-cost “basics” and towards premium commissions and limited-edition releases — work that better reflected the creativity and craftsmanship behind each piece.

The existing ecommerce website lacked the personality and visual impact needed to support this direction. The brief was to refine the online store experience, bringing it closer to the energy of the product itself while improving how limited releases and custom commissions were presented.

The updated website design introduced a more immersive, character-driven experience, led by a custom glitch-inspired homepage video that nods to gaming culture without feeling gimmicky. Additional touches, such as a dynamic “what Alex is currently playing” section, helped reinforce the personal, artist-led nature of the brand and create a stronger connection with the audience.

The result is a more considered and engaging ecommerce experience that reflects the uniqueness of the product and the shift towards high-value, limited work. By aligning the website design with the brand’s creative direction, the platform now supports both storytelling and sales, positioning We Are Robots as a premium destination for custom gaming controllers and collectible releases.