Lead designer for Shady Rays, one of the top ten Shopify stores in the world — responsible for all creative across website, ad and email, and for three new sub-brands built inside the master brand.
Shady Rays grew fast on a promise anyone could repeat in a sentence. Growing further meant new categories — each needing to feel credible to a completely different buyer.
The proposition was sharp: polarized performance eyewear at a fraction of designer prices, backed by Lost & Broken Protection that replaced the pair if you broke them. Clear enough to build $70M a year and one of the ten biggest Shopify stores on earth.
But kids' sunglasses, blue-light glasses, prescription eyewear and technical sea-sport lenses don't sell to the same person. Each needed its own identity to be believed — and every new identity is a chance for the master brand to come apart.
Rather than designing each launch from scratch, I built a collection UI template that became the standard — so a new sub-brand could arrive with its own identity and still land as unmistakably Shady Rays.
DeepSea got a technical, deep-water identity for sea-sport buyers. Kids got its own logo and a lighter, parent-facing world. BlueShade launched off genuine UX research into a category that was spiking. RX got the brand mark redesigned, new selling points and its own hero and ad creative. Four distinct audiences, one recognizable parent.
I redesigned the VIP loyalty program across the whole journey — email, logged-in state, members area and checkout — and worked alongside the growth team so design decisions were validated against analytics, business strategy and real customers rather than taste. I led five distributed designers and art directors, mentoring them and holding the quality bar across every deliverable.
DeepSea, Kids and BlueShade, each with its own identity inside the master brand.
Redesigned the brand mark, selling points, hero and ad creative.
Redesigned across email, logged-in state, members area and checkout.
Led five distributed designers and art directors across every deliverable.
Three sub-brands and a prescription line launched, the loyalty program rebuilt, and a template the team kept reusing — all inside a brand customers could still recognize in a single glance.
