BlueWater Ropes is a family-owned and operated rope manufacturer based in the USA. In 1903, their business started in Georgia as a textile manufacturer. Later, they revolutionized the climbing industry as the first American rope company to make a dynamic climbing rope. Today, their hand-crafted products are used by the top recreational climbers around the world as the standard in quality and durability.


After six consecutive generations in textile manufacturing, BlueWater Ropes was THE standard in quality and durability. Their brand name, visual brand identity, and e-commerce digital experience, however, didn't reflect their long-held position as an industry leader in both recreational and industrial rope product innovation.


Bluewater understood that their brand's visual identity no longer represented their industry-leader positioning as an innovator in climbing products for both recreational and industrial applications. SHERPA guided them through the brand overhaul process, ensuring their e-commerce digital experience matched the brand's positioning and promise.


SHERPA enabled Bluewater's customers to "Climb on with Confidence" with the next generation of climbing product innovation.

  • Ecommerce-related events increased by 123% -- product impressions, add-to-cart clicks, and successful orders -- across industrial and recreational product lines.

  • Website visitors engaged the website more, viewing 51% more pages for the same visit duration.

  • Prepared Bluewater for a market shift from online sales, with a 15% increase in mobile-based web traffic.

Ultimately, SHERPA successfully repositioned Bluewater as an innovative climbing company for both recreational and industrial products. Bluewater received a modern brand name and visual identity, with a matching eCommerce digital experience powered by WooCommerce.