Where brand meets thousands of SKUs — a complete digital rebuild that finally matched the scale of the business.
A full-scale e-commerce rebuild.
Every page rebuilt from the ground up — custom account dashboards, a reimagined checkout, refined product listing pages. The kind of project where the details mattered as much as the big picture.
Modernize, finally.
The site hadn't kept pace since its 2012 launch. The design felt dated, and the functionality couldn't support the volume the business was doing.
Creative Director.
I led the visual direction — translating our refreshed digital brand into a website that finally looked and felt like us. With thousands of SKUs in play, every design decision had to hold up to real-world functionality.
From template to true custom.
Originally scoped as a Shopify template build, the project shifted when our dev team confirmed the scale demanded a fully custom Shopify foundation. That unlock changed everything — it freed us to design something genuinely original instead of working around template constraints.
A successful launch — and a completely reimagined shopping experience.
Custom checkout flow, personalized account pages, and a returns process built to be as frictionless as possible.
