Finch & Hatton
An unfinished store inherited mid-build, trading in a fortnight, then rebuilt from an empty folder.
We inherited an unfinished store mid-build from another agency and had it trading inside a fortnight. Then we went back and rebuilt it from an empty folder. Every line of the storefront ours, nothing rented underneath it.
The brief
It arrived as somebody else's half-finished store. The brand was not resolved, the build was not finished, and there was stock sitting in a room waiting to be sold. Two problems at once, and only one of them could wait.
What I built
The identity first, and then whatever it took to get the doors open: trading inside a fortnight on the bones that were already there. That is the right call when there is product to move, and it is also a decision you have to be willing to come back and undo.
So I came back and undid it. The storefront was rebuilt from an empty folder, hand-coded, no theme and nothing rented underneath it. Square keeps the catalogue, stock and checkout, which is the part nobody should write themselves. The cart, the shipping rules and the order alerts are mine, written to fill the gaps Square leaves. The journal is the client's, published through Ellipse Edit.
What it changed
A brand that reads as a brand, on a storefront with no theme tax and no page builder to fight. The parts worth buying are bought, the parts worth owning are owned.