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J.Adams

Brand identity & creative direction · 2024–present

J.Adams — originally an Amazon-first catalog, rebuilt to lead on Shopify.
Services Provided
Creative Direction · Branding · Photoshoot Direction & Styling · Website Design & Development · SEO, Marketplace Listing & Agentic-Storefront Optimization · Content Migration · Marketing Creative & Ad Design · Email Design · Ongoing Support & Enhancements Context
When J.Adams came in, the catalog was Amazon-first, and the brand was reading generic-fast-fashion. They needed help developing a clear brand identity and a customer experience that would match. Project Brief

Audit the site and catalog. Improve branding, listings, and UX/UI to create a more cohesive, aspirational brand. Pave the way for a higher-pricepoint product. Shift the brand from Amazon-centric to DTC/Shopify-first.
jadams.shoes
J.Adams homepage walkthrough
The new J.Adams storefront — scroll within the frame to walk the full homepage. Approach

With the brief in hand, the work split into eight streams — each chosen to support the channel pivot from Amazon-first to DTC-first.
  1. Brand story exploration → directional vision
  2. Brand refresh — moved from generic fast-fashion to elevated/aspirational, still approachable
  3. Listing audit + product standards (photography guidelines, description rewrites)
  4. Custom fabric-photo swatches (color + width) — replacing the unreadable mini-shoe swatches and powering a sibling-product selector on collection and product pages
  5. Custom customer-review section — auto-imports Amazon photos and reviews, with a fit-and-width summary at the top
  6. Multi-day LA lifestyle photoshoots — planned and directed
  7. Shopify theme migration to a more customizable theme
  8. Ongoing UX/performance optimization + agentic-storefront optimization, in collaboration with developers and AI agents

jadams.shoes/collections/all
J.Adams collection page
jadams.shoes/products/...
J.Adams product detail page

Left: collection page with the custom fabric-photo swatches and sibling-product selector. Right: product page with the rebuilt review section — Amazon photos and reviews auto-imported, plus a fit-and-width summary at the top. Development in collaboration with developers and AI agents on UX/performance/agentic-storefront optimization.

Discoverable by humans & agents alike

J.Adams sells across its own Shopify store and the marketplaces, so we optimized for both. We rebuilt the product listings, pulled marketplace reviews and imagery into the DTC product pages, and tuned the catalog for the AI shopping agents now mediating a growing share of discovery — classic SEO, marketplace listing optimization, and agentic-storefront readiness, so the brand reads well whether a person or an agent is doing the looking.

Outcome

Over roughly eighteen months — refinements from late 2024, then a new site launched in fall 2025 — the storefront grew to roughly ten times the orders on the same traffic, driven largely by product-feed work that put the catalog into Google Shopping's free listings alongside the site rebuild. The brand now sits where elevated-but-approachable buyers actually look.

Late 2024 → 2026 (Shopify DTC):
~10×
MORE ORDERS ON THE SAME TRAFFIC
$55 → $74
AVERAGE ORDER VALUE
Source: Directional figures from GA4 and Shopify, DTC storefront only. Order value measured at time of purchase.







LA lifestyle shoot.
Editorial styling.
Product in context.



Brand identity, creative direction, site design & development, and photo direction: led and directed by Kathrine Gilmer of Aster House, as contract creative director for 88 Venture Studio. Photography directed at multi-day Los Angeles shoots.













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