Code of Silence: DTC hunting apparel storefront, zero → multi-million
Consulting engagement spanning storefront build, brand-aligned UX/UI, and growth marketing for a technical hunting and field apparel brand. Storefront as the hub for discovery, storytelling, and revenue.
What it is
Code of Silence sells technical hunting and field apparel (jackets, pants, base layers, bibs, packs, and lifestyle gear) engineered around named product systems (FareWinds Flex, Zone7 Versa, RiverWolf, ColdFjall Sub-Xtreme, VTSsystems). The brand voice is field-performance forward ("A TRUE ADVANTAGE IN THE FIELD," "PREVIOUS SEASON. FULL PERFORMANCE.") and the storefront has to carry both the technical product story and the lifestyle pull.
What I owned
End-to-end ownership of the digital surface across two phases:
○Storefront build: information architecture, brand-aligned UX/UI, Shopify theme implementation, and the surrounding technical stack so the team could merchandise and operate without bottlenecking on a developer
○Growth + continuous improvement: performance, conversion, and campaign iteration tied to analytics so acquisition and repeat purchase reinforce each other
Site build, design system, and growth motion together carried the brand from launch to multi-million-dollar revenue.
Tech stack
•Shopify (custom Liquid theme) as the storefront platform
•Sectioned theme architecture (assets, config, layout, locales, sections, snippets, templates) so the team can re-merchandise without a developer in the loop
•Per-system collection routing so each technical line (FareWinds, Zone7 Versa, RiverWolf, ColdFjall, VTS) has its own home with dedicated storytelling slots instead of flattening into one undifferentiated grid
•Hero / collection-tile / product-story sections re-arrangeable from Shopify admin for seasonal merchandising (Spring Turkey, FareWinds launches, Saddle Hunting Gear pre-launches, Father's Day pushes)
•Shopify cart + checkout as the conversion surface, with section-level overrides for brand-aligned product cards
What carried the growth
•IA that lets the catalog scale: adding a new system (e.g. the upcoming Saddle Hunting Gear line) is a merchandising change, not a redesign
•Brand-aligned product cards and collection storytelling that hold up at the trail-photography image quality the brand actually shoots
•Analytics-tied campaign iteration: Meta + Google + email running into the same Shopify funnel, with creative decisions tied to per-campaign performance rather than gut feel
•Operational handoff: the team can swap a hero, launch a collection, run a sale, and update product copy without engineering involvement, which is what made the cadence sustainable as the brand scaled
