I saw early that Pedal needed more than a product story. I led the team in reframing the brand around movement, responsibility, and everyday adventure. Together, we carried that thinking into a custom Shopify experience that answered questions, reduced friction, and invited riders into a lifestyle — not just a checkout flow.
Pedal started showing up less like a product company and more like a brand people wanted to be a part of—aspirational, purpose-driven, and grounded in everyday adventure. Our approach to authentic storytelling for e-commerce delivered an elevated user experience and higher conversion rates post-launch.
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(2016-26©)
