NinePastSix | Shopify Store & Creative Direction
Danish Qamar
Two browser mockups present NinePastSix footwear and apparel product information, sizing and purchase choices.
Actual Blackout product metafields connected to the custom product story showing Premium Leather, Everyday Construction and Designed to Age Well.
Three phone mockups show the NinePastSix mobile product gallery, purchase choices and size guide.
Three phone mockups show phone number entry, WhatsApp code confirmation, and a choice between full payment and a 30 percent advance.
NinePastSix order, shipping and delivery emails composed in an inbox mockup.
Role: Creative direction, ecommerce design, Liquid customisation, content and integration setup | Launched October 2026; ongoing digital experience and creative direction
NinePastSix launched with a customised Shopify storefront, a product content system and customer communication that carries the brand from discovery to delivery. I designed and built the store, connected its operational tools and directed AI-assisted campaign content.
THE CHALLENGE
The brand already had an orange-and-black identity. The work was to turn it into a coherent shopping experience for footwear and apparel, while making product content, payment choices and order communication manageable for the team.
PRODUCT STORIES THAT FIT EACH ITEM
I adapted a premium Shopify theme and built custom Liquid sections. Product fields keep sizing, fit, materials and stories specific to each item, with editable content for the team. Figma supported creative planning, content organisation and website exploration.
Browse the NinePastSix homepage, product details, sizing and cart in the Shopify storefront.
PAYMENT AND COMMUNICATION AS PART OF THE EXPERIENCE
The NinePastSix team and I agreed on a 30% advance option. I implemented full payment or a 30% advance with the remaining 70% collected on delivery, alongside WhatsApp phone confirmation.
I designed 47 branded emails and seven WhatsApp templates for order confirmation, shipping, delivery, support and recovery. A four-hour cart follow-up checks later customer activity, product availability and recent recovery messages before sending.
CREATIVE DIRECTION THAT EXTENDS THE STORE
I used Botika to explore apparel models, poses and styling. I also directed AI-assisted campaign films with Figma, ChatGPT and Higgsfield, shaping the scenes, visual references and copy. The existing brand identity and third-party commerce foundations remained the starting point.
Bare-Bones product reveal film, using AI-assisted imagery shaped through my creative direction.
Shop Now campaign film, directed with AI-assisted scenes and visual storytelling for NinePastSix.
CONNECTED OPERATIONS
I connected payments, customer messages, order import and shipment updates through Shopify, Razorpay, COD King and Shiprocket. Product SEO, Google Analytics and Search Console were configured, with a Merchant Center feed connected and its review in progress in the source record.
RESULTS WITH CONTEXT
The first-month report recorded 58.5% engagement, 6.4% mobile add-to-cart and 4.4% mobile checkout reach. These describe reported activity, not a measured uplift against a previous version. The supplied Google PageSpeed Insights desktop audit from 13 October 2026 recorded 100 for SEO and 97 for performance; real-user field data was unavailable.
My contribution covered ecommerce UX/UI, implementation, content systems, customer communication, integration setup and creative direction. The existing identity came from NinePastSix; the premium theme and third-party apps provided the commerce foundations.
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Posted Nov 2, 2026
Shopify design and build for a streetwear brand, with product stories, payment choices, 47 branded emails, seven WhatsApp templates and AI-assisted campaigns.
