Shapes Design
Founder • Ecommerce Manager • Senior Designer | Sep 2020 – Mar 2024
1. Brand Identity & Creative Direction
I established Shapes Design as a benchmark for minimal, Bauhaus-inspired home decor. This wasn’t just about selling objects; it was about curating a complete visual philosophy.
- Brand DNA: Designed the core logo (Triangle, Circle, Square) and a unified graphic system for the EU and UK markets.
- Product Development: Led the conceptualisation and manufacturing of multiple geometric art and furniture collections.
- Graphic Design: Created all brand collateral, from high-fidelity textures to digital social assets and editorial layouts.
2. High-Performance E-commerce Engine
⚙️ The Tech Stack
Architected and launched multi-lingual storefronts across WordPress (WooCommerce) and Shopify, ensuring a seamless user experience across the UK, Italy, and Europe.
Frictionless UX
Implemented a rigorous UX/UI methodology that prioritised clarity. This data-driven redesign resulted in a **50% reduction in user support inquiries** and a significant boast in conversion rates.
3. Marketing Automation & Content Scaling
Growth was never accidental. I built a system that scaled through advanced automation and human-centric messaging.
Social Growth Hacking
Used advanced automation (JARVEE) to manage niche communities at scale, driving organic engagement and high-intent traffic without traditional ad spend.
Klaviyo & Retention
Architected complex email flows and retention campaigns, turning one-time buyers into loyal brand advocates through personalised storytelling.
Affiliate & SEO
Managed affiliate networks and implemented long-tail SEO strategies to maintain a high “Organic Search” presence for minimalist keyword clusters.
4. Operational Excellence & Strategic Management
Beyond design, I managed the business from the ground up, ensuring financial viability and supply chain resilience.
- Business Setup & Funding: Managed the initial setup and secondary funding rounds to sustain studio operations and growth.
- Legacy Relationships: Negotiated supplier contracts and sourcing strategies for high-quality sustainable materials.
- Logistics: Built the inventory management and delivery system for a complex international supply chain (UK ↔ EU).
- Pricing Strategy: Developed a tiered pricing model that balanced brand prestige with aggressive market competitiveness.
Exploring the Collections
Stay tuned for deep dives into my specific geometric and furniture design projects.
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