Store builds first, then earlier creative work. Every build is written the same way: the situation, what could have gone wrong, and how it comes back out if you want it gone.
Every project below is a self-directed build on my own Shopify development store. Each one says so on its own page. I have not taken on a paying Shopify client yet, and the day I do, it will be named here as one.
Shopify theme development
A bike shop's helmet collection rebuilt to match a premium reference design, with filtering and sorting untouched. It switches on for one collection and off again from the Shopify admin.
Self-directed build on my own Shopify development store. No client, no customers, and no performance numbers to report.
Speculative samples from before the practice was build-led, written for brands that do not exist. They are here because that thinking still shapes how I build, not because they are on the menu.
Paid Social Scripts
A UGC-style paid social script pack built for a speculative cortisol-support supplement brand, designed to show strategy-led scripting, hook development, and paid social thinking across funnel stages.
Ad Concept Pack
A Meta ad concept pack for a speculative stress and cortisol-support supplement brand, built to show emotionally specific angle development for direct-response paid social.
Creative Strategy
A paid social creative testing matrix built to organize audience state, funnel stage, hook style, reframe, and testing priorities for a speculative supplement brand.
Creative Brief
A strategy and messaging brief built to define the audience, positioning, emotional truth, objections, and creative directions behind the broader Calmrise sample ecosystem.
Ad Concept Pack
A Meta ad concept pack for a speculative barrier-repair skincare brand, created to show category range while staying grounded in emotionally specific direct-response strategy.
Landing Page Copy
A conversion-focused landing page sample for a speculative stress and cortisol-support supplement, built to carry the Calmrise messaging system through the post-click experience.