How Can I Help?

Building a successful purpose-driven consumer brand is hard.

There are a lot of moving parts and countless things that matter—design, tone and voice, photography, UI & UX, marketing, email, apps, customer service, inventory, fulfillment, shipping, returns, affiliates, loyalty….

You have a vision—and an amazing product! But determining what needs to be done and who is going to do it is overwhelming.

Sustainable growth is more about honing foundational principles than chasing rainbows and easy wins.

In order to succeed, you feel like you need to read all the articles, watch all the webinars, and listen to all the podcasts—searching for tips and tricks and shortcuts. You find yourself grasping at straws—making half-informed decisions based on whims and personal opinions rather than learnings from real data, customers, and expertise.

Great brands grow by staying lean and nimble, using authentic storytelling and marketing to build genuine engagement.

You find yourself looking at brands like Allbirds and Away and Outdoor Voices. You see beautiful, highly-functional, thoughtfully engaging ecommerce experiences, which makes you feel that the only way you are going to succeed is by doing something similar.

It’s important to keep in mind, however, that these brands have not become powerhouses of success overnight. Their design and user-experience have been carefully crafted and honed over time—with a significant investment of time and money!

Your branding, products, team skillset, partnerships, capacity, and budget are unique. There is no one-size-fits-all recipe for success. You have a product that you believe in and that your customers love! (If you don’t, you are probably not in the right business.)

Your best chance of achieving genuine growth is through keeping things simple and focused—sticking to best practices and spending your limited time, energy, and money on the things that matter.

It’s helpful to have aspirational brands that inspire you—but do not get distracted by attempting to recreate their look-and-feel and experiences at the expense of telling your story in meaningful ways that resonate with your audience.

So, how does one figure out what to focus on?

I help founders, ecommerce directors, COOs, and CTOs distill clarity out of the day-to-day complexities of growing sustainable ecommerce stores—mostly on Shopify Plus.


Would an expert independent perspective be helpful?

Do you find yourself wearing too many hats and juggling too many balls?


I’ve been helping purpose-driven consumer brands grow for over 20 years.

I am a designer based in New York City and am Founder and Strategic Director of Lucid, one of the most experienced Shopify Plus agencies in the world.

I started Lucid in 2000 in New Zealand and began working with Shopify in 2006.

I have worked with hundreds of Shopify merchants from startups to celebrity brands to Fortune 500s.

I am a pragmatic minimalist and believe in the power and value of intentional simplicity.

I believe firmly in understanding the foundational first-principles, so I can help you better articulate your “whys” in order to design the most appropriate solution—for now, and for what’s coming up next.

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