- Case Study 01 – The Cutback Store
An online store celebrating surf craftmanship & culture.
Crafting a niche destination store for surfers – built around story, editorial content, and the craftsmen shaping today's surf scene across Australia, New Zealand and Chile.
CLIENT
The Cutback Store
YEAR
2024
SCOPE
Concept · Branding · UI
ROLE
Ideation & Creative Direction
The Concept
What began as a visual exploration into a niche e-commerce format grew into something more considered, a space where the founder and craftsman story could be told alongside a digital storefront. The Cutback Store elevates the online store experience into a signature gallery and concept space, blending stories, commerce, and the intention behind the work. Curated around limited edition releases and seasonal drops, it celebrates craft, the people behind it, and the journey from idea to finished product.
The Intention
The Cutback Store is built around a contemporary storefront aesthetic — minimal interface design, a restrained colour palette, and bold editorial typography that lets the imagery lead. Creative direction is centred on high-quality product photography, elevated lifestyle content, and seasonal drops. The goal is a seamless experience between social content and e-commerce destination: one that visually elevates each brand it carries, surfaces emerging and independent makers to an audience that values craft, and gives visitors a reason to return with every new drop.
The Outcome
The Cutback Store serves as a visual proof of concept – an early market signal designed to test demand before full investment. A curated visual experience and early-access waitlist allow for genuine interest validation before committing to a complete build. If product-market fit is confirmed, the concept will evolve into a fully developed ecommerce strategy with targeted sales funnels and refined layouts. Editorial content will expand to include video-format interviews, exploring the behind-the-scenes of production, and the makers and curators driving the work.
“The Cutback Store lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua enim ad minim veniam quis nostrud.”
Luis Ulloa
Founder, Cutback Store Founder
Creative Expertise
CONCEPT IDEATION
- MVP scoping
- Concept validation
STRATEGY
- Strategic foundations
- Brand positioning
- Brand personality
- Concept ideation
DESIGN
- Creative direction
- Brand identity
- E-commerce Interface Design
- Content Ideation
Project Showcase
iGrain – Brand repositioning and identity refresh gains competitor acquisition for grain trading platform
Good Glass – From garage ding repairs to surfboard laminating co
PharmMap – UI refresh enables Healthcare Analytics platform break into global markets
Evermed – Assisting a healthtech startup from rapid prototype to phase 01 launch
Surfside – Repositioning a community church to align new vision after 25 years
Puravida Study – Selling the Australian lifestyle dream to the world through international education
iGrain – Brand repositioning and identity refresh gains competitor acquisition for grain trading platform
Good Glass – From garage ding repairs to surfboard laminating co
PharmMap – UI refresh enables Healthcare Analytics platform break into global markets
Evermed – Assisting a healthtech startup from rapid prototype to phase 01 launch
Surfside – Repositioning a community church to align new vision after 25 years
Puravida Study – Selling the Australian lifestyle dream to the world through international education