← The Archives Family brand · Storefront · 56 designs
Sicc Arrt
My husband’s apparel brand. I built the identity and the store, and it is close enough to home that I learned what running a store takes, not just designing one.
Founder · Shopify · 2025
The problem
Everything here had to sell, not just look good in a case study. That is a different standard and it changes the decisions.
A founder-led brand with no budget to hide behind: if the storefront did not convert, nobody was going to explain it away for me.
What I did
- Brand identity and voice, from the mark through to how it talks.
- Custom motion-driven storefront, built rather than themed.
- E-commerce UX and UI, product and print merchandising.
- 56 finished product designs.
- Editorial content design, a generative art system, and an interactive community canvas.
The work
Decks and documents
The store
Every opinion I have about e-commerce came from getting this one wrong first, then fixing it with our own money.