Danish QamarContact

Creative direction & ecommerce

Launched October 2026

NinePastSix

  • Ecommerce design
  • Commerce automation
  • Campaign direction

I designed and built the store, connected customer communication and directed AI-assisted campaigns.

Mobile SEO audit
100/100
Store engagement rate
58.5%
Mobile add-to-cart rate
6.4%
The online storeninepastsix.com

01 / The starting point

The brandbook
set the tone.

NinePastSix arrived with an identity and a clear ambition for its online store. I translated its orange-and-black visual language into navigation, product pages and customer communication, then extended that direction across social media, video and campaign imagery.

Cover of the existing NinePastSix brand guidelines.
The supplied orange NinePastSix brandmark on black.
Geologica, the typeface specified in the existing brand system.

02 / Ecommerce design & build

Footwear and apparel.
One content system.

I redesigned a premium Shopify theme in Figma using its design system, then built custom Liquid sections within that system to match NinePastSix’s brand guidelines. Product fields keep sizing, fit, materials and stories relevant to each item.

Footwear & apparelProduct-specific content
Two floating browser mockups show the Blackout sneaker and Signature White T-shirt, each with its own colours, sizing and product details.
Swipe to explore both pages.
Product content system

One layout.
A story for each product.

Heading
Premium Leather
Description
A premium leather upper chosen for its feel, finish and structure.
Photography
A product-specific detail image
Shopify / Blackout
Shopify product metafields: Feature 1 image, Feature 1 text with the leather description, and Feature 1 heading set to Premium Leather.
Custom product storyninepastsix.com
The connected Blackout product story shows Premium Leather with the same description and detail photograph.
I connected product fields to the custom section, so the team can update stories without rebuilding the layout.
Made for a smaller screenExplore · Choose · Find your fit
Three graphite phone mockups show the Signature White product gallery, colour and size selection, and the garment size guide.
Swipe through the product journey.

03 / Payment & commitment

Confirm the number.
Choose how to pay.

Together, the NinePastSix team and I agreed on a 30% advance. I implemented the two payment options and WhatsApp phone confirmation. Partial-payment orders collect the remaining 70% on delivery.

Phone confirmation & payment30% upfront · 70% on delivery
Three graphite phone mockups show phone number entry, WhatsApp code confirmation, and the choice between full payment and a 30 percent advance.
Swipe through the three steps.

04 / Email & WhatsApp

The brand stays
with the order.

I designed 47 branded emails and seven WhatsApp templates for order confirmation, shipping, delivery, support and recovery. Each message gives the customer a clear next step. For unfinished carts, I configured a four-hour follow-up with checks for later activity, product availability and recent recovery messages.

NinePastSix customer communication presented in a desktop inbox with two email windows.
NinePastSix order confirmation with the orange logo, Order Received heading and order status button.
Cart recoveryShopify Flow
  1. 01 / Trigger

    Cart left behind

    A shopper leaves without buying.

    Cart abandonment only

    Other visit types: no email

  2. 02 / Wait

    Wait four hours

    Give the shopper time to return.

  3. 03 / Conditions

    Check before sending

    • No new activityNo new cart additions, checkout or purchase.
    • No recent reminderNo recovery email in the past 14 days.
    • Stock availableAt least one cart item is still in stock.

    Any check fails: no email

05 / Photography + Botika

Real products.
Directed possibilities.

I chose Botika for the garment detail in its fashion imagery and the quality of its model selection. Real flat-lay photographs anchored the prints, fabric and shape while I directed models, poses and styling. The workflow let me explore more variety across product and campaign content. Botika also lists Forever21 among the fashion teams using its platform.

Real product photographyReal flat-lay photograph of the Signature White T-shirt with its orange logo.
Botika model image showing the Signature White T-shirt on a male model.Model imagery
Styled product imageryStyled female model image showing the Blackout sneaker with a black jacket and white socks.
Real product photography
Real flat-lay photograph of a white cropped NinePastSix T-shirt with a blue 9PAST6 chest wordmark.
Female model imagery showing the same white cropped T-shirt with its blue 9PAST6 chest wordmark and black jeans.
Model imagery
Full-length styling
Full-length female model imagery styling the white blue-wordmark NinePastSix cropped T-shirt with black jeans and white sneakers.
Model & garment selection
Production board pairing male and female model choices with front and back flat-lay photographs of the collection.

06 / Creative direction

A collection
with a point of view.

I directed AI-assisted campaign films using Figma, ChatGPT and Higgsfield. I shaped the scenes, visual references and copy, then used those tools to develop the imagery and motion.

From visual direction
to the final film.

Scene directionFigma
NinePastSix's Figma campaign direction board: orange zipper, skateboarder, city model, keychain, illuminated wordmark and branded sole scenes.
Final campaignShop Now
  • FigmaCreative direction
  • ChatGPTStory & prompts
  • HiggsfieldAI video production
Bare-Bones / Reveal film
Bare-Bones sneaker with orange lining against an orange background.
Product, colour, attitude.
NinePastSix social artwork with a silver brandmark zipper on vivid orange fabric.
NinePastSix social artwork showing a red graphic hangtag suspended against black.
NinePastSix social artwork showing a skateboarder suspended in motion against a light background.
One visual world. Across every format.

07 / Behind the store

Designed for the team
running it.

I connected payments, order sync and customer messages, then set up product SEO, Google Analytics, Search Console and Merchant Center. Orders feed into Shiprocket, with shipment updates mapped back to the store.

ShopifyRazorpayCOD KingShiprocket

First month report

Engagement rate
58.5%
Mobile add-to-cart
6.4%
Mobile checkout reach
4.4%

What shipped

Custom storefront
A premium theme redesigned in Figma, with custom Liquid sections that bring the brand into the shopping experience.
All products
Product-specific stories, sizing and materials, with distinct SEO titles and descriptions. Structured fields keep the content editable by the team.
47 branded email designs
A consistent voice across order confirmation, shipping, delivery, support and recovery.
7 branded WhatsApp templates
Configured customer updates that carry the same identity beyond the inbox.
Social & sharing design
Campaign artwork and social-sharing previews extend the store’s visual language across posts and shared links.
Payments & fulfilment
Full payment or a 30% advance, WhatsApp phone confirmation, and shipment updates connected back to the store.
Search & measurement
Google Analytics and Search Console configured. Merchant Center product feed connected, with review in progress.

Google PageSpeed Insights

Desktop | 13 October 2026
Original Google PageSpeed Insights desktop screenshot supplied from 13 October 2026. Performance 97, Accessibility 97, Best Practices 96 and SEO 100. First Contentful Paint 0.5 seconds, Largest Contentful Paint 0.8 seconds. Real-user field data unavailable.

He also helped structure the website in a way that is easy to manage internally. The final setup gave us a clearer ecommerce foundation.

Rakshit KarwasraFounder, NinePastSix
All workVisit NinePastSix