role
Brand Designer & E-Commerce Experience Lead
Industry
Outdoor Apparel / E-Commerce
focus
Brand System Development, UX Structure, Product Storytelling, E-Commerce Optimization
scope
Brand Identity & Shopify Website Design
- Original website was built for early-stage growth and no longer supported expanding collections
- Brand had evolved beyond its initial visual direction
- Navigation required clearer structure for multiple product categories
- Overall experience needed to reflect the elevated direction of the brand
the challenge
Buttons
Typography
Favicon
Primary Logo
Colour Palette
Product Card
Building the Brand from the Ground Up
Barron Canyon Apparel began as a passion project rooted in place inspired by Algonquin Park and the landscape that shaped the brand’s identity. As the brand evolved, so did the need for a cohesive and recognizable visual system.
I developed the full brand identity, including logo design, badge system, typography, and a refined colour palette that balances heritage outdoor aesthetics with modern structure. The result is a flexible identity that works across apparel, packaging, digital, and signage while maintaining strong brand recognition.
Designing a Scalable E-Commerce System
The original website supported early growth but no longer aligned with the brand’s expanding collections and increasing product volume. I redesigned and rebuilt the Shopify experience to support long-term scalability.
The new structure improves navigation, collection hierarchy, and product storytelling while maintaining a clean, outdoor-forward aesthetic. Backend systems were refined to support drops, bundles, and future expansion.
Product, Merchandising & Community Strategy
Beyond branding and web, I developed product graphics, seasonal drops, and limited-edition releases that reinforce the brand’s connection to place. Each collection is rooted in storytelling tying back to trails, lakes, and shared outdoor experiences.
Merchandising strategy was structured to create clarity across categories while encouraging repeat purchases and community engagement through initiatives like Sticker Club and limited drops.
