Styletread
Role: Graphic Designer & Head Photographer
Styletread was my first official creative role. I joined during the early growth of Australian e-commerce and progressed into the role of Graphic Designer and Head Photographer.
From 2011 to 2015, I led product photography, developed campaign assets and improved the online shopping experience across website, CRM, digital advertising and print.
Building the photography system
I helped establish and evolve Styletread’s product-photography approach, creating a consistent visual standard and training team members to maintain it. Our work gained industry recognition, with The Iconic adopting our setup and framing during their revamp—a testament to Styletread’s influence.
Improving the shopping experience
Working within Magento’s limitations at that time, I simplified the product page to reduce friction and improve product discovery. The redesign increased ROI by 1.15%, contributing approximately $10,000 in additional monthly revenue..
Campaigns from concept to delivery
Michael Hill Promo 2013 Landing Page - Shoot + Design + Code.
SNEAKER PROMO 2013 - Shoot + Design
NEW ARRIVAL CAMPAIGN 2013 - Shoot + Design
KILLCOM.COM
It was officially the first Australian online sneaker store, but it launched at a time when online shopping had not yet gained traction with the younger generation. Despite its significant potential and forward-thinking design, the decision was made to shut it down after Munro took over. My role involved leading the design alongside the Art Director, managing photography, and collaborating closely with the exceptional lead buyer and Marketing Manager, Kerry Fisher.
WANTED SHOES 2015
For my final project, I collaborated with Abraham Aguilar Ruiz to improve the product and checkout pages. Although the updates were deemed too costly to implement, Abraham noted they could have generated significant revenue. At the time, I used Photoshop and Illustrator for designs, as UI tools and UX were still emerging in Australia.