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
The combination — site build, design system, and growth motion together — is what 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
