(BB.006)
A brand, built to be a product launchpad.
Paige Wassel had the audience and the eye, but nothing to sell. We built WAS from zero: the identity, the storefront, and the engine behind $1M+ in sales at a 45% conversion rate.
Client
Paige Wassel
Set designer, YouTuber, and interior stylist (@wasselpa) with a devoted following, and, when she came to us, no products to sell them.
Scope
- Brand & Art Direction
- UI / UX
- Full-Stack Build
- E-commerce
- Ongoing Partnership
Stack
- Next.js
- Shopify
- Sanity
- Framer Motion
- Vercel
Timeline
4+ years
2023 - Present
A beloved personal brand, with nothing to show off.
Paige had built a large, loyal audience around her interiors and set design, but no product line, no store, and no commerce infrastructure. She came to us with taste, a name, and essentially a blank page. The brief wasn't to redesign a store, it was to invent one: a brand and a buying experience as considered as her work, built to turn attention into sales.
Challenge
What we shipped
(01)
An identity, from the first pixel
We designed the WAS brand from scratch, the custom interlocking logotype, the warm editorial palette, the whole visual language, under Paige's artistic direction. Nothing off a shelf; a wordmark that behaves like a monogram and a store that wears it.
(02)
A store that opens on purpose
WAS runs on product reveals, the store goes live for three or four days, then closes. That scarcity is deliberate, and it's engineered: a Next.js storefront on Shopify commerce with Sanity driving the editorial, so Paige can stage an entire release and flip it live. When the doors open, demand is already waiting.
(03)
Every product, a set piece
Paige's set-design instincts run through the whole catalog, each tote, pillow, and pouch shot as a styled scene, not a product on white. We built collage-style product pages and an asymmetric editorial grid to match, so browsing feels like flipping through a lookbook.
The results
Conversion rate
Industry AVG: 2.5%
Sales
and counting
Store IG following
From 0
Partnership & counting
Since 2023
The takeaway
Scarcity is a feature. We built a store that closes on purpose, and when it opens, nearly half of everyone who walks in buys.
Paige is planning the next iteration of WAS to keep pace with demand, and we're building it with her.
Us.
Our team consists of only the best and brightest. From years of working in the industry, our founder Robert has hand-selected only the best talent to form the absolute Dream Team in tech. Combined we have the skills necessary for any challenge big or small. We tackle anything from boutique landing pages, to highly technical platform solutions, integrating modern practices and AI to all sorts of industry - from Insurance, Government, to Ecommerce. We hold clearances, certs, and anything necessary to hit the ground running. Chat with us today to start your journey.
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