Project Proposal

The idea

Bring the magic of the in-store experience alive, digitally

Brand, voice, user experience, moments of surprise + delight and an ease of shopping (and discovering new reasons to stay longer). The website should feel like as much of an adventure as coming into the store.

Project Overview

Bringing the store experience to life digitally — across platforms

One person owns the project from start to finish and weaves it together with the business' goals. Rather than approaching the website, email, social media and marketing as separate initiatives, we'll build one connected digital experience that reflects the creativity, hospitality and sense of discovery customers already love in your physical stores.

Two people pinning photos and brand words onto a moodboard wallTwo people reviewing printed pages and a laptop at a bright studio desk
Book Discovery — $5,000See what's included →
Discovery — $5,000 flat fee

The Discovery Session: a clear plan, then we decide on the full scope

Before we can price or schedule the full project, we need to run the Discovery Session. We'll meet with you, me, Niki and your brother to map out the real shape of the work — from inventory management and combining the existing e-commerce plans, to who owns what inside the team.

After the Discovery Session I'll take what we learn and dive deep into a few solutions, then come back with a thorough plan, a realistic timeline and an accurate investment before either of us signs on to the full scope.

Direction

A clear strategy for the digital experience, the technology path and the work ahead.

Who owns what

An honest map of what your team can own internally and what we handle together.

Timeline

A realistic projected timeline for the full project, based on the actual scope.

Ready to start? Book the Discovery Session for a flat fee of $5,000.

Choose your start week

Select a start week to continue

What happens next

Your chosen start week travels with your booking, so I see it as soon as payment is complete. Then I'll email you to choose your Discovery Session day and time.

The full roadmap

Eight interconnected phases

After Discovery, the work unfolds in eight interconnected phases. Each phase builds on the one before it, and each ends with outcomes you can look at, react to and approve before the next begins.

01

Discovery & Strategy — $5,000 flat fee

A focused discovery engagement to understand the full shape of the project before we commit to a final scope, timeline or budget. We'll look at the business, the customers, the technology, the creative needs, the operational workload and the launch plan — then document exactly what we want to do, in clear terms we can price and schedule.

Key outcomes

  • Direction: a clear strategy for the digital experience and the work ahead
  • Who owns what: an honest map of internal capacity and external support
  • A projected timeline for the full project based on the actual scope
  • The technology stacks required for the solution
  • The kind of site we're actually building for customers
  • Inventory management and the development needed to combine the existing e-commerce plans
02

Brand & Experience Design

We'll translate the in-store experience into a digital one by defining how customers interact with Tigertree and Cub Shrub online. This includes developing the brand voice, designing the customer experience, organizing information architecture and creating a clear strategy for navigation, discovery and cross-brand exploration.

Key outcomes

  • Brand voice and messaging
  • Customer experience strategy
  • Information architecture
  • Navigation and discovery strategy
  • Brand standards and decision-making principles
03

Technical Architecture

With the customer experience defined, we'll establish the technical foundation that supports it. This phase focuses on selecting and configuring the appropriate technologies, integrations and workflows needed to create a scalable, maintainable digital ecosystem.

Key outcomes

  • Website architecture
  • Shopify ecosystem
  • Search and filtering strategy
  • CMS and content management
  • Klaviyo, loyalty and system integrations
  • Product data and operational workflows
04

Creative System

We'll develop the visual and creative language that brings the brand to life across every digital touchpoint. This includes photography direction, campaign concepts, design systems and the creation of a reusable asset library that supports ongoing marketing.

Key outcomes

  • Photography direction
  • Visual design system
  • Campaign templates
  • Brand asset library
  • Creative standards
05

Marketing Ecosystem

Rather than treating marketing channels independently, we'll create one cohesive marketing strategy that connects the website, email, SMS and social media into a unified publishing system.

Key outcomes

  • Email marketing strategy
  • Social media strategy
  • SMS strategy
  • Editorial calendar
  • Content pillars
  • Marketing automation
06

Digital Merchandising

We'll create systems that make the website feel as dynamic and inspiring as the physical stores. Seasonal campaigns, homepage merchandising, product relationships and curated shopping experiences will encourage customers to explore, discover and return.

Key outcomes

  • Homepage merchandising
  • Seasonal campaigns
  • Product recommendations
  • Gift guides
  • Cross-brand discovery
  • Corporate gifting experience
07

Creative Production

Each season and campaign will be supported by original creative work produced specifically for Tigertree and Cub Shrub. Photography, design, storytelling and campaign assets will provide a consistent creative foundation across every customer touchpoint.

Key outcomes

  • Campaign planning
  • Photoshoots
  • Creative asset production
  • Website content
  • Email assets
  • Social media assets
08

Systems & Operations

As the new digital ecosystem is developed, we'll create repeatable processes and documentation that allow the business to scale while maintaining consistency. Because Josh's brother can handle code and someone inside the shop can own the design direction, the goal is to build systems your internal team can run long after the initial project is complete — without depending on an outside agency for day-to-day work.

Key outcomes

  • Standard operating procedures
  • Publishing workflows
  • Product workflows
  • Campaign workflows
  • Documentation and training
The result

A digital experience as memorable as the front door

By the end of the project, Tigertree and Cub Shrub will have a unified digital ecosystem that combines thoughtful technology, exceptional creative direction and repeatable operational systems. Because Josh's brother can handle code and someone in the shop can carry the design direction forward, the work will be documented and trained so your internal team can own it — whether I hand it off at launch or stay on to keep shaping it.

Every customer touchpoint — from the homepage to email, social media, product discovery and loyalty — will work together to create a digital experience that feels every bit as welcoming, surprising and memorable as walking through the front door of the stores.