Lead designer on a new American DTC venture — compression socks reimagined for everyday wear. Shopify store, campaigns, packaging and social, launched from zero in a single quarter.
Compression socks work. They just don't look like anything you'd want to wear. Wellow set out to change that.
The category was owned by clinical brands — beige, functional, faintly embarrassing. But the people who actually need 18–25 mmHg compression aren't only patients. They're people who stand all day, fly long-haul, run, or are pregnant. A much bigger, much less clinical audience than the category was speaking to.
There was no brand, no audience, no store and no photography. Just a product thesis and a launch date.
I led the design across every surface a customer would actually touch — and made sure a clinical product landed like something you'd want to wear.
A separate brand team built the identity. My job was everything it had to live inside: the Shopify store and product pages, email campaigns, ad creative, and the Instagram feed. I art directed the campaign imagery into each of those — choosing what ran where, so the same world held together from a paid social ad through to checkout.
I also designed the packaging, including the sustainable side of it. Bamboo yarn and recyclable materials were part of the product promise, so they had to show up in the unboxing without turning the brand into a lecture. A team effort throughout, with design led from my side.
Designed the store and every product page from launch.
Art directed campaign imagery across paid social and the Instagram feed.
Designed the email program that carried the same world through to checkout.
Designed the unboxing, including the bamboo yarn and recyclable materials story.
A brand, a store and a content engine launched together — and $50,000 in revenue inside the first three months.
That revenue came from an audience that didn't exist when the work started. No list, no following, no category permission — just a product and a look that made people willing to try it.
Wellow is still trading today under the same visual language it launched with.
