Patricia Green, Paul Mayer, By Paige, SimplySoles
Four Shopify website rebrands, delivered 3 weeks ahead of schedule
Fashion, Apparel & Accessories
About the Brand
SimplySoles is the parent company behind three distinct footwear brands: Patricia Green, Paul Mayer, and By Paige. Each has its own point of view, customer, and product offering.
In May 2026, the team asked me to modernize the e-commerce experience across all four sites, including SimplySoles and each individual brand, in preparation for the Q4 peak selling season.
The redesigns also needed to work within the company’s existing backend systems. By maintaining a shared codebase and a consistent storytelling framework, then tailoring the brand narrative and visual elements for each site, we completed all four websites three weeks ahead of schedule.
From Ballet Flats to Brand Storytelling
We started with Paul Mayer, a brand known for comfortable, beautifully made ballet flats. The goal was to preserve the brand’s existing color palette while creating a more elevated, refined experience.
We incorporated the team’s updated brand guidelines and gave their strong editorial imagery a more prominent role throughout the site. Rather than competing with the visuals, the updated design created space for the photography to lead the experience.
On the product detail pages, we also introduced space to highlight each silhouette collection, including the story, inspiration, and design perspective behind it.
Expanding the Patricia Green Experience Beyond Footwear
Patricia Green already had a refined, fashion-forward brand identity. The opportunity was to bring that point of view to the forefront and create a digital experience that better reflected the full breadth of the collection.
The redesigned site gave new product categories, including handbags and belts, a more prominent place to shine while making it clear that the brand offers more than footwear. We also introduced more intentional cross-selling opportunities throughout the shopping experience, helping customers discover complementary pieces and build a more complete look.
The refreshed site gives Patricia Green’s distinctive style and elevated visual language a place to shine.
Bringing By Paige’s Hand-Drawn World to Life
By Paige takes a distinctly different approach to footwear. The brand focuses exclusively on needlepoint loafers and mules, each hand-stitched with unique, seasonal motifs.
Unlike the more traditional e-commerce approach used for Patricia Green and Paul Mayer, By Paige called for a more editorial, lifestyle-led experience. We brought the brand’s lifestyle imagery forward to tell the story behind each shoe and highlight the craftsmanship that makes every design feel special.
The updated positioning centers on the hand-drawn artwork behind each collection, while emphasizing the limited, seasonal nature of the pieces. The result is a site that feels less like a standard product catalog and more like an introduction to By Paige’s collectible, artful world.
Repositioning SimplySoles as the Brand Portfolio Hub
After discussing the long-term operating model with the team, we collectively agreed that SimplySoles no longer needed to function as a marketplace for all three brands. For a small team, maintaining one less e-commerce storefront would create a more efficient and sustainable setup.
We repositioned SimplySoles as a corporate and portfolio site that introduces the company’s three brands and directs visitors to the right place to shop. For existing product detail pages, we implemented redirects to the corresponding product on the appropriate brand site. This reduced disruption for returning customers, protected the customer journey, and ensured shoppers could still easily find the products they were looking for.
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