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The existing build was a mess. Sluggish load times, D and F grades on GTMetrix, and enough bloat to make a developer twitch. It had to go.

The timeline was brutal — roughly a month, start to finish. I redesigned the front end staying close to their original branding while adding a softer, more feminine aesthetic at the client’s request. Beyond the visual overhaul, I built out a full affiliate program and a wholesale and distributor storefront from scratch.

This is the most technically complex e-commerce site I’ve built to date. It’s loaded with custom post types, meta boxes and dynamic elements, plus a significant amount of custom PHP to get everything behaving exactly as needed. The result went from failing performance grades to a site that actually works. Since launch, sales have doubled.

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The owner wanted a fresh look and a way out of Squarespace, which had become more of an obstacle than a tool. The solution was a custom WordPress build with a backend designed around how their team actually works — straightforward content updates without needing to call a developer every time something changes.

One site serves all three locations, with dedicated pages tailored to each. The design carries their existing color palette and branding but with more energy and interactivity than what they had before. Custom layouts, custom fields, and a backend built for real people to use.

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A key feature of the platform was a custom appointment booking system that allowed patients to select their preferred nurse, with integrated Zoho syncing to manage client charts and follow-up care.

Following a merger with Holistic Caring, the platform was restructured to seamlessly integrate both brands and expand its educational reach. The project was awarded “Best Industry Website” at the New England Cannabis Convention.

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I joined this group in 2022 and took on the task of redesigning their website. The existing website didn’t adequately represent the essence of a “design group.” The redesign is currently underway and is set to launch for the 2023-2024 season.

I wanted to do something very edgy and look like “dark mode.” The pink neon color of the logo inspired the neon color palette, complemented with weird geometric shapes.

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The initial launch delivered a strong visual identity, focused messaging and a streamlined user journey. The platform also supported a multi-tiered affiliate program alongside wholesale and distributor purchasing — a flexible sales infrastructure designed to scale with the business.

Following an ownership change, a consultant was brought in and the project direction shifted. I was asked to execute a revised vision that moved away from user-centered principles and removed core revenue-driving functionality, including the affiliate, wholesale and distributor systems. The revised version did not perform at the same level. The experience was a clear reminder of why alignment between brand, strategy and execution matters from the start.

Despite the changes, the website remains live and has been referenced in broader media — including a Netflix documentary — though it no longer operates as an active product or service platform.

This was an international project that required navigating significant time zone differences, evolving stakeholder priorities and complex project dynamics throughout.

Examples of the original design direction are included below.

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Mark’s resume is a lot: Chairman of the Board for a $20M health services agency, Certified Yoga Instructor, Keynote Speaker. The throughline in all of it is his commitment to showing up fully and pushing others to do the same.

This site was built to extend that reach — giving him a platform to share his motivational work and drive awareness around veteran suicide prevention, a cause he’s deeply invested in.

Note: Screenshots reflect the original design. The site has since been heavily modified by the client.

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The challenge here wasn’t generating content. With most clients that’s the uphill battle, but Charles arrived with an abundance of outstanding material. The real work was organizing it in a way that felt intuitive rather than overwhelming.

The backend is built on JetEngine/Crocoblocks with custom post types, so Charles can continuously add to his portfolio himself without needing to call anyone.

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Beyond the consumer storefront, there’s a discreet wholesale section that serves as a tool for her to cross-promote her venture.

Since the website’s inception, her business has witnessed remarkable growth!

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