Apex Ski Boots

Brand
Apex Ski Boots is a performance-driven ski brand known for technical innovation and comfort, serving serious resort and all-mountain skiers.

Platform
Shopify (customized ecommerce experience)

My Role
Creative Director & Lead Digital Designer

Collaboration
Worked closely with CEO, internal marketing stakeholders, paid media partners, and development support to align brand, UX, and performance across channels.

The Challenge

Apex had a strong product—but the digital experience wasn’t doing it justice.

  • The brand felt overly technical and dated, especially for younger skiers

  • Messaging varied across website, ads, and email, weakening trust and clarity

  • The ecommerce experience prioritized specs over storytelling

  • Mobile layouts struggled to communicate value quickly for new customers

Business Goal
Reposition Apex to appeal to a younger, Gen Z–leaning audience without losing credibility with core skiers—while improving clarity, usability, and conversion across the ecommerce funnel.

In short: great product, unclear brand story, fragmented execution.

The Approach

I approached the project as both a brand reset and a UX system build, not just a visual refresh.

Brand + UX Decisions

  • Shifted messaging from purely functional to confident, culture-aware, and human

  • Designed modular page sections that balance personality with product clarity

  • Prioritized storytelling that explains why Apex is different—not just how it works

Shopify Website Rebuild

  • Full redesign and rebuild of the Shopify site

  • Improved product storytelling and hierarchy

  • Optimized UX for conversion, clarity, and mobile

  • Aligned design, copy, and visuals into a single cohesive experience

Ongoing Creative Direction

Rather than a one-off project, this became a long-term partnership.

I now lead creative direction across:

  • Email marketing (campaigns, flows, messaging)

  • Paid digital ads (creative concepts, copy, visual consistency)

  • Brand and copy implementation across all channels

This ensured Apex didn’t just launch a new brand—but actually operated within it.

The Work

Brand & Creative Direction / Strategy

  • Brand refresh + update from 2023 onward

  • Visual system creation and brand asset management

  • Messaging and copy alignment

  • Content creation strategy & direction for in-house marketing and ambassador teams

  • Campaign-level cohesion across web, email, social and ads

E-Commerce Management

  • Shopify website redesign + rebuild

  • Maintain homepage, PDPs, collections, and storytelling modules

  • Conversion-focused UX + content improvements driven by analytics

Marketing Support

  • Ongoing email marketing creative and copy

  • Paid ad creative direction + design

  • Video editing & direction for website, social media and paid digital

  • Create all PR Sell sheets, sales catalogs, pitch decks, boot box inserts, size charts, infographics and explainer