My Role

Creative Direction
Website Revamp
Content Strategy
Logo Design
Lead Generation
GTM & GA4 Integration
Product and Category Management

Project Description

I had the honor of collaborating with Addee — a proudly Sindhi fashion brand — to bring their legacy and dream to the digital forefront. With 26+ years of experience in the textile and embroidery industry, Addee’s mission was clear: establish an eCommerce identity that blends traditional aesthetics with modern design to serve bold, stylish women across Pakistan and beyond. The goal was to revamp their online presence, shape a brand story, and drive conversions — all within 20 days.

Skills and Deliverables

  • Strategic Content Plan (Storytelling + SEO-driven)

  • Custom Logo Design (Cultural essence with modern edge)

  • Complete Website Revamp (UI/UX focused on fashion retail)

  • Product & Category Structuring for multiple collections

  • Google Tag Manager (GTM) + GA4 Integration for marketing

  • Mobile-optimized eCommerce experience

About Addee

Addee is a tribute to Sindhi culture and feminine strength. The name itself means “sister” in Sindhi, symbolizing unity, empowerment, and heritage. Having begun with Schiffli embroidery machines in 1994, Addee was officially launched in 2019 to create comfortable, stylish, and culturally inspired clothing for women. Their designs reflect bold elegance with deep roots in traditional craftsmanship.

Challenges

  • No prior visual branding or consistent story across platforms

  • Inconsistent content and product listings without SEO structure

  • No eCommerce framework or CTAs guiding customer actions

  • No analytics or tracking mechanisms in place

  • Needed a fresh, relatable identity that connects with both urban and culturally-aware women

My Approach

Branding Logo Design

  • Designed a modern wordmark logo blending feminine elegance and Sindhi flair.

  • Selected soft yet confident colors inspired by local textile art and embroidery threads

  • Created a visual identity that is equally wearable and iconic

Website Revamp

  • Designed a clean, fashion-forward interface focusing on ease of product exploration

  • Implemented filters for categories like Festive Wear, Casual, Embroidered, and Seasonal

  • Optimized mobile shopping and checkout flow for seamless user experience

Content Strategy

  • Developed compelling copy for Home, About, Collection pages, and product

  • Balanced brand story with SEO best practices to enhance discoverability

  • Wove the brand’s cultural narrative across the site to build emotional connection

Product & Category 

  • Organized collections by theme, material, and style for intuitive navigation

  • Uploaded and formatted product visuals with consistent design styling

  • Added category pages with banners and hooks to improve engagement

Analytics  Conversion

  • Installed GTM with custom tags for event tracking

  • Configured GA4 for performance and analytics

  • Set up a lead generation form to grow Addee’s subscriber list

Results

  • A full-scale digital transformation delivered within 20 days

  • Engaging, culturally rooted web presence that reflects Addee’s identity

  • A scalable eCommerce infrastructure with smooth shopping experience

34%

increase in leads

25%

Reduced bounce rate by

1.5s 

average Faster load times

15%

Organic Search Traffic

Delivered exactly what we needed — a sleek, high-performing website that truly reflects our brand. The results spoke for themselves within weeks.

Zara Qureshi

CEO, Jeem.pk

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