Code of Silence
Good gear, and everything between it and the customer still to build.
Code of Silence makes technical hunting and field apparel. I came on at the start, in 2019, as an advisor, and the job was everything between the product and the customer: the store, the marketing, the numbers, and the back room. The catalog came first. The gear is built as named systems for different conditions, and a single flat grid would have buried every one of them.
Every product system gets its own home.
I planned the information architecture and designed the web storefront on Shopify to match the brand. Each system routes to its own collection with room to tell its story. Adding a new line is a merchandising change and not a redesign.
The team changes the window without calling a developer.
The storefront is laid out in sections, so the hero, collection tiles, and product stories can be rearranged from the Shopify admin. The team swaps a hero, launches a collection, runs a sale, and updates product copy on their own. That kept the seasonal pace going as the brand grew.
Three channels, one funnel, and a calendar set by hunting season.
I ran growth across paid social, paid search, and email, all feeding the same Shopify funnel. Demand follows the season, so spend stays low in spring, climbs through late summer, and peaks in autumn. Creative and budget decisions followed each campaign’s numbers, and whatever did not earn its place got switched off.
Every ad platform claims the sale. The store records settle it.
Each ad platform reports its own version of revenue, and the totals never match the store. I set up attribution, checked the numbers against the store’s own orders, and wrote a year-end review of every campaign with a budget plan for the year after. The owner got one honest picture to decide from.
Most of the customer experience happens where nobody looks.
A lot of the work never showed on the storefront. I moved returns to a new platform, connected the logistics tooling, and set up the email list. I added product filters, product videos, and back-in-stock alerts. I built the promotions for each season, and wrote the playbook the team runs from.
From launch to multi-million-dollar revenue, and a team that runs it.
The storefront, the growth work, the numbers, and the back room together carried Code of Silence from launch to multi-million-dollar revenue. In 2026 I handed the stack and the playbook to the internal team, who run it now.
From the storyboard
End credits · The stack
- Store
- Shopify
- Storefront
- Designed in sections, editable from the admin
- Catalog
- A collection home for each product system
- Design
- Information architecture, UX, and UI
- Acquisition
- Meta, Google, and email
- Measurement
- Attribution, checked against store orders
- Reporting
- Year-end campaign review and budget plan
- Operations
- Returns, logistics tooling, and promotions
- Handoff
- A playbook, and a team that runs it
Not if you want something like this.