Old Platform:


New Platform:

Shopify Plus



The Brief:

First Base had outgrown their WordPress site and needed a site which would scale with their business and enable them to control content and elevate their brand.


Client Profile:

FIRST BASE was founded by Bondi girl Alison Cotton in 2013 when she hit a crossroads in life. Her overwhelming desire to reconnect was the catalyst for the concept of FIRST BASE. Alison created a brand which stripped back all unnecessary elements to bring things back to base. Alison combined her love of surf and sports culture to build a clean, simple, iconic brand to reflect her love of her favourite place – Bondi Beach.


WordPress to Magento:

First Base approached MindArc in 2018 with a unique set of challenges. They had the vision, they had boutiques, they had an incredible product and a strong customer following but they also had a website which would not support their growth plans.

Key challenges included poor content management, lack of site stability and functionality and a struggle to effectively manage their customer database and reporting. It was immediately clear to us that Alison and her team needed an urgent move to an eCommerce platform designed for scale and success.



Working collaboratively with Alison from FIRST BASE, we designed a website which was tailored to FIRST BASE’s look, feel and brand while fulfilling the fundamental goal of customer experience and conversion.



The Outcome:

In November 2018, 3 months after kicking off, we launched FIRST BASE on Shopify Plus. Working closely together throughout the duration of the project meant that both teams were across deliverables, milestones and goals. FIRST BASE was able to trust the experience that MindArc has in the industry and so were open to hearing suggestions for improvement throughout the duration of the project.



The new site combined all the design elements to create an immersive, seamless user journey and immersive customer experience.



Client Testimonial:

Great team. Great vision. Great websites. It’s pretty f*cking simple and a no-brainer if you are ready to abandon your current shitty platform for something better – MindArc will get it done for you.

  • Alison Cotton, Founder of FIRST BASE