Making good businesses better through thoughtful digital strategy and design.

I partner with growing brands to improve how they look, work and perform - through Shopify and digital projects, or ongoing embedded design and marketing support.

Strategic digital work for growing brands - from transformation projects to ongoing support.

Founder’s Formula

BRAND EVOLUTION + DIGITAL GROWTH

Shopify redesign, UX, CRO + ongoing digital support

Following Founder’s Formula’s rebrand, I led a complete Shopify rebuild to create a more refined, intuitive and commercially focused digital experience. The work included restructuring key customer journeys across product, collection and campaign pages, with a strong focus on conversion, usability and content integration. I continue to support the brand with ongoing UX, Shopify and digital design improvements.

Plyroom

BRAND DEVELOPMENT + IN-HOUSE SUPPORT

Brand, Shopify, content + ongoing design and marketing support

From 2016–2019, I worked closely with Plyroom founder Elise Heslop as an extension of the business, helping evolve the brand across every major customer touchpoint. This included rebranding, creative direction, content creation, Shopify development and ongoing design and marketing support. The relationship continued beyond this period through additional project-based work.

Curtain Club

ECOMMERCE TRANSFORMATION + UX

Shopify redesign and development

Following a strategic review of Curtain Club’s existing site, I led an eCommerce redesign focused on simplifying product discovery, improving accessibility and creating a more intuitive mobile shopping experience. The result was a cleaner, more considered Shopify experience designed to better support both the customer journey and the brand.

How I work

01
Project work

For defined digital projects where you need senior thinking and polished execution.

Defined scope, timeline and investment, quoted according to project requirements.

Shopify design & builds
Website redesigns
UX & conversion optimisation
Landing pages & campaigns
Digital design systems

Enquire now

02
Embedded support

For growing businesses that need experienced design and digital capability inside the business, without another full-time hire.

Dedicated weekly support for businesses looking for consistent senior digital and design capability. I help shape priorities, improve digital experiences and deliver the work as your needs evolve. Available in-person across Melbourne and the Mornington Peninsula, or remotely, with half-day and full-day options.

1 dedicated day each week
Digital and eCommerce direction
Website optimisation
Campaign creative
Design and marketing support
Developer / supplier coordination

For more than a decade, I've worked at the intersection of design, digital and marketing.

That breadth gives me an unusual perspective: I'm able to look beyond an individual website, campaign or piece of creative and understand how the wider customer experience fits together.

Today I work with a small number of Australian businesses through focused digital projects and longer-term embedded partnerships.

With extensive experience in design, UX/UI and digital marketing for brands in the eCommerce space, I am uniquely positioned to guide, work with and enhance small businesses in every aspect of their brand.

  • "Sophie is a very rare digital marketing expert. She pairs industry knowledge with excellent attention to detail, her execution is flawless and she works so hard to understand her client's needs and nuances. She came on board at a time when our business was growing and I couldn't take our marketing to where it needed to be. She created structure and process as well as a strong brand identity that was the envy of our competitors in addition to being a valued part of our small team."

    Elise Heslop, Plyroom

  • “Sophie is a creative genius and always blows me away with her creativity, attention to detail and professionalism. She has always understood our brand tone of voice and needed very little direction whilst always getting the key message across.”

    — Renee Somerfield, Somerfield Swim

  • “Starting a business was an enormous and rewarding challenge. Having Sophie on board in the initial stages helped me build confidence in my concept and understand the marketing and design process more intimately. I worked with Sophie at the initial stages of business development. I was able to gain clarity around how to sequence required tasks in a logical and efficient order. This ultimately saved me time and money long term.”

    — Courtney Bailey, Psychologist

  • “As someone who enjoys drawing out the essence of a client’s purpose and business, I was delighted to meet a like-minded and intelligent creative in Sophie. From day one, I feel she understood me and what I wanted to achieve through design as it relates to my business and various projects. Over three years, regardless of what I’ve put in front of her, Sophie’s been able to magically give ‘design life’ to my ideas. Without question, she is a unique and gifted professional with a deep understanding of the relationship design, communication and marketing.”

    — Macushla Collins, Content Coach + The BD Edge

  • “Sophie has a willingness to constantly go above and beyond what is required from her placing the upmost importance on the accountability and execution of her deliverables. Her dedication to her craft of creative design is evident throughout the exceptionally high standard of work she delivers and her skill sets are a direct reflection of her ability to constantly adapt and evolve her capabilities. It has been an absolute pleasure to work with Sophie and her talents are beyond what is explainable through words.”

    — Annika Hein, Creative Director

Enquire

If you’re interested in working together, tell me a little about your business, what you need support with and how you’d like to work.