A British shop selling baseball equipment? Yes – baseball and softball is huge in this country. The Baseball and Softball Shop started as a hobby of a keen softball player and quickly grew to a profitable online business selling the biggest brands available.

They wanted an online shop that was modern and stylish, and just as baseball was an American sport in the UK, they wanted an American-looking site targeted at a British audience. To this end, Random River spent time researching what are the some of the common design features and fonts that communicate ‘American-ness’. As it turns out, the answer is gradient fills and serifs, and these formed the basis of the site design.

There are also plenty of clever ‘behind-the-scenes’ features that visitors wouldn’t notice but that make life much easier for the store owners, such as options that disappear when they go out of stock, and automatic image resizing so all images fit the new design.