Ahead of their highly anticipated "Strip Club" launch and the introduction of their signature sleep strips, I led a complete digital overhaul for Sleep or Die. The objective was to transform their online presence into a high-converting ecosystem capable of supporting both their core offering and a new, product-focused launch strategy.

We rebuilt their Shopify experience from the ground up, balancing the brand’s signature bold, provocative storytelling with a rigorous, conversion-first UX framework.

• Strategic Redesign & Development: Transitioned the brand to a bespoke, high-performance Shopify architecture that seamlessly integrated the "Strip Club" ecosystem, ensuring the site could handle the influx of traffic and demand.

• Conversion-Optimized UX: Architected an intuitive, high-velocity path to purchase specifically tailored to the sleep strip product format, reducing friction and streamlining the customer journey from education to checkout.

• Launch-Ready Infrastructure: Engineered the site to support the brand's rapid scaling, focusing on mobile-first responsiveness and high-conversion features that turned initial brand curiosity into measurable, recurring sales.