Direct Seafood

Overview

Direct Seafood is a premium D2C brand delivering high-quality seafood online. James Ross was engaged to build the entire commercial platform, creating a cohesive brand identity, a fully functional e-commerce system, and a customer journey engineered for trust and repeat orders.

The Challenge

As a new direct-to-consumer seafood supplier, the primary hurdle was twofold: building an online storefront that could showcase high product quality and, simultaneously, deliver the flawless functionality required for both one-time and recurring subscription transactions.

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The Solution

James Ross served as the complete commercial architect, building the brand identity, Shopify storefront, and customer journey from the ground up to ensure seamless, high-trust ordering and maximum customer retention.

Brand Identity

Defined the brand’s architecture by creating the full identity system, including the logo, tagline, visual direction, and messaging framework.
Established the brand’s premium voice and tone, ensuring consistent communication of quality across all packaging, website, and marketing materials.

Developed all core foundational assets necessary for immediate market launch and cohesive brand governance

E-Commerce Platform

Designed and deployed a custom Shopify storefront tailored specifically for the logistical and aesthetic requirements of the D2C seafood category.
Partnered with a Shopify developer to ensure the final build achieved a perfect balance of premium visual form and flawless technical function.

Architected a high-efficiency user interface with intuitive navigation and refined filtering to make online seafood ordering simple and reliable.

Content Production & Copywriting

Directed and carried out all in-house SKU photography, styling visuals for product clarity and premium appeal.

Wrote all product and page copy, strategically balancing quality, simplicity, and the essential trust needed for high-value online seafood purchases.

Customer Experience

Defined the entire user flow by meticulously mapping the customer journey from initial site entry through to final checkout and post-purchase confirmation.
Architected the site’s structure for effortless browsing and rapid discovery, optimizing the path to conversion with frictionless navigation.

Engineered the platform’s functionality to seamlessly support both standard one-time purchases and the complex logic of recurring subscription orders.