https://shovel.studio

Shapeful design systems for
ecomm at scale

Profile

  • Shovel is a design and development studio specializing in e-commerce experiences looking to elevate their digital footprint. We have a track record of building systems from the ground up across DTC products where brand experience is inseparable from the purchase experience.
  • Our typical clients are in the range of $1-$20M a year in revenue.

Digital Servicing

  • UX/UI Design
  • Brand Design
  • Information Architecture
  • E-Commerce (Shopify Plus)
  • Frontend Development

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Case studiesrecently

Hours

A full brand rebuild added six figures in monthly revenue in 90 days

Shoulder Hoodie in black, editorial model, size selector Hours Collection Shopify homepage and product page design for men's streetwear brand

Roman Hessary

Founder

"I’m very thoroughly impressed… you’ve understood the brand from a perspective that sometimes feels like it’s like an internal dialogue… I think it captured our minimalism but made it feel very premium."

APOC

Doubled conversion and +14% AOV on 6,000 products

APOC Store homepage design featuring avant-garde jewellery editorial and home objects collection

Jules

Co-Founder

"Nice and efficient to work with. Also, a good eye and understanding of other strong websites (like Acne, etc.), so there is a certain level of trust."

Buttz

Clearer sizing and a full site redesign that lifted conversion 36%

Buttz Shopify homepage design with hero campaign banner, category navigation tiles, and bestsellers section

Forms

5.9% conversion with 12.9% email sign ups at launch

Forms Shopify store on MacBook Pro — full collection catalog with streetwear tees, hoodies, art toys, and accessories

Little Otter

$9.5M+ raised during our partnership

Little Otter whole-family mental health platform on MacBook — insurance-covered virtual therapy homepage with family hero photography

BAU-HŌUSE

Contemporary art and streetwear retailer

Two mobile screens: left, the BAU-HOUSE homepage with "Updated Stock for 2025" messaging, product cards, and full-bleed category banners; right, the Martine Rose brand page showing a filterable product grid with prices.

Brand

Category

Stack

Diamond Cross Ranch (Upcoming)

Fashion, Hospitality

Branding, Shopify

CHNGE (Upcoming)

Fashion, Non-profit

Shopify Plus

Godspeed (Upcoming)

Fashion, B2B

Shopify Plus, Branding

Hark

Startup, AI

Creative Direction

Explore all work

Roman Hessary

Founder

@ Hours

"I’m very thoroughly impressed… you’ve understood the brand from a perspective that sometimes feels like it’s like an internal dialogue… I think it captured our minimalism but made it feel very premium."

Toyah Diebel

CEO

@ Buttz

"Instead of forcing our brand into existing limitations, you found ways to make the website and design work for us. The result feels super premium, more flexible, and much more Buttz."

Jules Volleburg

Co-Founder

@ APOC

"Nice and efficient to work with. Also, a good eye and understanding of other strong websites (like Acne, etc.), so there is a certain level of trust."

Alexis Cedeño

Senior Manager of Marketing Operations

@ Little Otter

"You handled the technical side so our marketing team could focus on what they wanted, not how to build it."

Joseph Murphy

Co-Founder

@ Mitobyte

"Their attentiveness and meticulous attention to detail set them apart, and it’s clear they are dedicated to delivering high-quality results."

Nice words from partners :)

Meet w/ Blaze

I've been posting videos since I was 12. YouTube first, then whatever platform came next. The content was always about whatever I was building at the time. Skateboarding, streetwear brands, video games. Web design took over around 2020. The hobby eventually became the job. The audience followed the work and the work got better because of the audience. Running a studio co-exists with being a creator. By 2024 that loop had a name: Shovel. The studio runs on a contractor model with senior international talent across design and development. Over 100,000 followers across Instagram and TikTok watch the work happen in real time.