Brief
Sorrel had a great formula and a Notion page full of feelings. They needed a shop that felt like the product: calm, honest and a little bit luxurious, live before their first wholesale order.
Approach
We started with words, not pixels — a single sentence for every page. Then one typeface, one warm neutral and photography that does the selling. The shop is fully CMS-driven so the team can launch new rituals without me.
Outcome
Live in four weeks. Average order value up 23% against the old Shopify theme, and the founders now ship product pages on their own on a Tuesday morning.
Details
Client
Sana Okafor, Founder
Type
Shop
Year
2026
Role
Art direction · Framer build
Status
Live
Timeline
Week 1
Kickoff call, shared thread opened
Week 2
Direction approved
Week 3
Built in Framer, reviewed live
Launch
Live and handed over
Want something like this?
Two slots open in Q1 2027. Tell me about it — I reply within the hour.
