Mary Crichton

Designed and launched a high-impact eCommerce website for MishMash, a clothing label founded by a renowned influencer with over 1M followers, ensuring a seamless, mobile-first experience that reflected the bold, creative identity of the brand.

Actions
• Designed and customised a Shopify theme to reflect the brand’s aesthetic and tone.
• Developed responsive layouts with bespoke styling for desktop and mobile.
• Integrated product videos and optimised the user flow for selecting variants.
• Styled Klaviyo forms to support email capture and retention.
• Standardised button and cart styling across all devices.
• Troubleshot payment integration issues including Apple Pay visibility on Chrome.

Results
• 3 products sold out faster than expected following launch.
• Received positive customer feedback on the site’s experience and clarity.
• Delivered a cohesive and premium eCommerce presence that built trust with the influencer’s audience.

Petworth Festival, one of the UK’s leading arts festivals, needed a full redesign of its website to improve usability, modernise the look and feel, and give the internal team more autonomy over content management.

Key Activities
• Designed and built a new website on Squarespace, integrating festival branding and seasonal campaigns.
• Created a streamlined information architecture to simplify event discovery and ticket booking.
• Developed custom-coded features including rotating event cards, “Sold Out / Selling Fast” badges, and mobile-optimised archive pages.
• Produced SEO titles and meta descriptions across the site to boost visibility.
• Delivered training and documentation to enable the Petworth team to manage ongoing updates in-house.

Results (so far)
• Within one month of launch, 9 events sold out — the fastest ticket sales in the festival’s history.
• Successful launch of the 2025 Literary Festival campaign with positive audience feedback.
• Dramatically improved site usability and visual consistency across devices.
• Increased independence for the internal team — enabling future updates without external developer support.
• Established a long-term support structure for ongoing festival cycles.

AFME brought me on board to lead the transformation of their website into a dynamic, user-friendly platform that reflects their brand identity and engages their target audience effectively.