M Abdullah Khaliq

Baser

A Danish parasol brand given one look across its website, 3D renders, ads and catalogs, in the year it broke its all-time sales record.

Role
Multidisciplinary Design Specialist, COSMO
Team
COSMO
When
January 2025 to now
Status
Ongoing

The call

One look across a range of 106 parasols, plus their bases, covers and accessories, sold in several languages and currencies across Europe. The website, the 3D renders, the listings, the ads and the catalogs share one system, so Baser reads the same wherever a buyer meets it.

Between 2025 and 2026, while I worked on the brand, Baser broke its all-time sales record.

Problem

Baser is a Danish parasol brand that sells internationally, “trusted by thousands of families from Copenhagen to Melbourne”, in its own words. The range runs to 106 parasols, by colour, model, frame and quality, plus bases, covers and other accessories.

A buyer can meet that range first on the website, in a listing, in an ad or in a catalog. Each of them has to sell the same parasol.

My part

  • Led the full rebuild of the Magento store, every page and every section.
  • Manage the catalogue: 106 parasols, plus the accessories.
  • Made the 3D product renders.
  • Designed the listing images, the ads and the catalogs.
  • Ran the timelines for social, video, creative work and 3D renders, and managed the campaigns.
  • Handled client communication and the intellectual property management. The client owns all of the work outright, and I kept it safe.

Constraints

  • The store sells across Europe, so it carries several languages and currencies, prices with VAT, GDPR cookie consent, CE and product-safety information, and EU accessibility standards.
  • 106 parasols, each with its own colour, model, frame and quality, and each needing pictures that show it.
  • Every page, render and file belongs to the client.

Decisions

Red marks a call I made.

I made these calls from the customer profiles and buyer knowledge Baser shared with us.

One system for every channel

The new site set the look. The renders, listing images, ads and catalogs were rebuilt to match it.

Trade-off: the old ads, listings and catalogs all had to be redone, not only the site. The rebuild landed in Baser’s best sales year on record.

Baser’s redesigned homepage on desktop, top to bottom: a hero headed “Shade that fits your space” over a man under an open parasol; a row of promises; links to parasols, bases and accessories; a “Family business” block; a bestsellers row; the warranty, trial and rating; a parasol video; customer photos under “Shade people truly enjoy”; a “Why Baser?” strip; and a block of parasol features ending in a garden scene.
The homepage, from the latest Figma file. It scrolls inside its frame.

Every menu lists a range on one side and shows its products on the other, so a buyer picks by picture before opening a page.

Trade-off: bigger menus to design and keep current as the range changes, and in return the whole range sits one hover away from any page.

Three of the site’s menus on a dark backdrop. Each lists a range on the left, with product photos on the right: bases and weights, covers and lights, and patio, cantilever and balcony umbrellas.
The menus, from the Figma file.

One answer per listing image

Each image in a listing answers one thing a buyer wants to know: the size, whether it holds in the wind, how it stands up to sun and rain, how it tilts and turns, which base to pair it with, and which colours it comes in.

Six square listing images for one cantilever parasol, two across. The 3D render on white; the canopy and frame with their measurements; the parasol on a patio under the line “Strong & stable in the wind”; close-ups of the canopy for weather and UV protection; a woman tilting and turning it; and the base weights, with the canopy shown in five colours.
The listing set for one parasol, from the Figma file: the render first, then one answer per image.

Every colour rendered

The parasols are shown as 3D renders, so a model can be shown in each of its colours at the same angle and in the same light.

A 3D render of a cantilever parasol with a wood-look pole, a charcoal canopy and a cross base, on white.
One of the 3D product renders, from the listing set.

The store

Every page follows the homepage, from the range to the cart.

Baser’s collection page on desktop: a featured Supreme Cantilever parasol at $849.00, three category cards for umbrellas, cantilever and balcony parasols, the heading “Our Patio Umbrellas” with a row of filters, and the first row of product cards with ratings, prices and feature tags.
The collection page: a featured parasol, the three types, then the range and its filters.
The top of a Baser product page on desktop: a gallery of parasol photos on the left, and on the right a buy box for the Baser Original Push Patio Umbrella with its price, canopy colour, frame colour and size, an Add to Cart button, and a Benefits carousel.
A product page: the gallery beside the buy box.
Two mobile panels side by side: the buy box for the Baser Original Push Patio Umbrella, with its options, Add to Cart and benefits; and the cart, with the chosen parasol, its options, the discount and delivery lines, a 4.9 out of 5 rating, the total and Proceed to Payment.
The buy box and the cart on mobile.

Work with me

I'm open to product design roles, full-time or contract, and to products that need designing from the first sketch to the shipped build.

Book a callabdullahahmed2952@gmail.com