I led the full digital revamp of West Finley’s e-commerce presence, overseeing the design, strategy, and execution of a multi-faceted rebrand and Shopify migration. Key responsibilities and deliverables included:
Full Website Migration & Shopify Build: Migrated the entire West Finley site to Shopify, customizing the theme and optimizing for both visual identity and user experience.
Product Organization & Data Management: Reorganized and restructured over 3,000 products, creating a logical, customer-friendly system of categories and tags to improve navigation and backend management.
Brand Refresh: Updated and refined the West Finley logo to align with a more current, polished brand aesthetic.
Design & Marketing Materials: Designed branded marketing collateral including highlight reel covers, promotional graphics, and a mini mood board to guide visual consistency across platforms.
Creative Direction & Systems Thinking: Brought clarity and cohesion to a large product catalog and brand vision by combining strong visual storytelling with backend strategy.
