CASE STUDY
Axel Roze Pets
The Challenge
Axel Roze Pets needed to transition from an existing Squarespace website to Shopify in order to better support their growing e-commerce business. As a Rhode Island–based small business operating in the pet product space, they wanted a platform that aligned with industry standards, improved scalability, and offered more robust tools for online sales and inventory management.
The new website needed to do more than sell products. It had to clearly communicate the brand’s personality, present products consistently, and make shopping intuitive for customers. At the same time, the backend had to be efficient and easy for the team to manage as the business continued to grow.
E-commerce · Product Photography · Website Development
What We Accomplished
I worked closely with Axel Roze Pets to design and build a Shopify website that balanced visual consistency, usability, and long-term flexibility.
Custom Photography: I created a cohesive set of product images designed specifically for e-commerce use. These photographs established a consistent visual language across product listings and reinforced the quality and personality of the brand.
Shopify Web Design: The website was built from the ground up using Shopify, with a clean structure that made navigation straightforward for customers and updates manageable for the client. The layout prioritized clarity, mobile responsiveness, and a frictionless shopping experience.
Creative Collaboration: All product descriptions were written collaboratively, with clear review and approval from the client. This ensured the language reflected the brand’s tone while providing customers with useful, accurate information to support purchasing decisions.
The Results
The completed Shopify website provided Axel Roze Pets with a stronger foundation for online sales and brand consistency.
Increased User Engagement: Clear navigation and consistent visuals encouraged longer visits and easier product discovery.
Improved Sales Performance: A simplified checkout process and professional presentation supported higher conversion rates.
Stronger Brand Cohesion: Photography, design, and messaging now work together as a unified system, giving the brand a more confident and recognizable presence online.
This project demonstrates how combining product photography, thoughtful website structure, and platform-appropriate design can significantly improve an e-commerce business’s performance and day-to-day operations.
Go Further
Blog: From Photography to Web Design: Expanding Indermaur Media’s Offerings
In all the shoots we have worked together, he always brings his ‘A game’. He makes people comfortable and gets the best expression out of them.
-MaryElle O, Makeup Artist