Melville Creative Strategy

08/07/2026

A new site for an established brand is a very different challenge from building something from scratch.

Delfi Collective already had the audience, the catalogue and a highly refined visual identity. The goal was to move them onto Shopify, improve the shopping experience and increase conversion without sacrificing the traffic or visibility they had already earned.

That meant managing a substantial catalogue of products, colours, sizes and variations while pushing Shopify well beyond the look and feel of a standard theme. The finished site is highly customized, mobile-first and built to feel unmistakably Delfi.

The early results are already encouraging: traffic is up, conversion is up and the brand has a stronger platform to build from.

I wrote about the strategy, customization and many tiny details behind the project, with a little help from Merle, the studio’s permanently overdressed resident fashion maven.

Read the full project story: https://www.creativestrategy.ca/creative-strategy-blog/custom-shopify-website-delfi-collective

See how a fully customized Shopify website helped Delfi Collective improve ecommerce conversion, traffic and mobile shopping without sacrificing its established brand.

05/04/2026

Some projects are websites.
Some projects are entire moods.

Lit Resistance started as a banned books subscription club idea out of Edmonton and turned into one of the most fun, code-heavy, personality-packed Squarespace builds I’ve done.

Bright colours, hidden surprises, cheeky interactions, a community “Living Room,” full shop integration, and enough custom code to make my browser question my life choices.

The goal was simple: create a site that felt like reading in your coolest aunt’s 1980s living room—if she also had strong opinions about censorship and exceptional taste in literature.

Honestly, one of my favourite recent builds.

Also, Merle supervised the entire process and remains deeply disappointed in the speed at which I’m reading The Death of Virgil.

Fair criticism.

A custom Squarespace website for Lit Resistance, a banned books subscription club based in Edmonton. Bold design, interactive features, community spaces, e-commerce, and custom code brought this unique reading experience to life.

04/22/2026

Some projects are fun.

Some are creatively satisfying.

And then there are the rare ones where every part of the work feels delicious.

Building the new **Fridge of Wonders** website was one of those.

A tiny fridge on beautiful Pender Island, full of handcrafted ferments, condiments, and flavour-packed goodness deserved a site that felt just as alive as the products themselves.

This became the most custom CSS I’ve ever used on a Squarespace build, all in pursuit of one goal: making flavour come alive on the screen.

Also, Merle insisted on being part of quality control. Blackberry would have approved too.

I wrote a little behind-the-scenes look at the project, the thinking behind it, and why I became mildly obsessed with making the site feel like holding a bottle of Superkraut in your hands.

Read it here:

A behind-the-scenes look at how Melville Creative Strategy designed the Fridge of Wonders website—bringing Pender Island flavour, vibrant branding, custom Squarespace code, and artisan food storytelling to life online.

04/11/2026

Great sites come from great clients first and foremost!

Big news! I’m thrilled to finally pull back the curtain on my brand-new website. 🚀

​A massive thank you to Andrew at for delivering such a "delicious" new digital home. It was a total pleasure collaborating with him; he has a rare knack for taking a scattered vision and turning it into a wonder-ful reality.

​We’re officially leveling up! Head over to the link in my bio to see the transformation 🤩

04/09/2026

Sometimes a website rebuild feels less like web design and more like historical preservation.

I just wrapped a full digital restoration for Austin T. Miller / US Folk Art, transforming a decade-old website relic into a refined Squarespace gallery rooted in Americana, Ohio history, and timeless design.

Also… General Merle of the Union may have played a key supervisory role.

This one was a fun one, and yes, there may even be a little The Monitor by Titus Andronicus hidden in the story for the sharp-eyed.

Take a look at the full behind-the-scenes blog here:

A full digital restoration for US Folk Art: transforming a decade-old WordPress relic into a refined Squarespace gallery inspired by Americana, Ohio history, and timeless design.

02/08/2026

Ever been told "that can't be done on [insert platform]" and wondered if it was actually true—or just easier to say?
Just wrapped a project that proves stubbornness + strategy can turn "you'll need to migrate" into "here's how we made it work."
Custom comic reader. On Squarespace. With all the features that supposedly require a different platform.
Merle supervised. I problem-solved. The client stayed put.
Sometimes the tool isn't the problem.

How we built a custom comic reader on Squarespace when everyone said to migrate platforms. Stubbornness, strategy, and the right tools make the difference.

12/17/2025

Please join us in welcoming Melville Creative Strategy to the Chamber community!

We’re excited to introduce owner/operator Andrew Melville, a branding and web design pro who splits his time between Kelowna and South Pender, keeping a strong local link while serving businesses across the Gulf Islands.

Melville Creative Strategy helps small businesses clarify their story, build clean and effective websites, and attract the right customers without the jargon or overwhelm. Andrew brings deep experience in design, copywriting and digital strategy, with a special eye for what works in island communities where reputation, referrals and seasonal traffic matter.

We’re so glad to have Andrew and Melville Creative Strategy on board. Let’s give them a warm Pender welcome! 💛

If you want help leveling up your brand or website, give Andrew a shout. You can find his contact information on our website. Link in comments.

12/14/2025

I love colour. I also love knowing when to stop.

I wrote a new blog about choosing the right brand colours, why white space matters, and how thoughtful decisions age better than trends. Merle the Cat makes a guest appearance and, honestly, steals the show.

Learn how to choose brand colours that resonate with your audience, reflect your brand identity, and stand the test of time. A practical guide to brand colour psychology, trends, and restraint—featuring Merle the Cat.

10/07/2025

There's an old saying: "It's better to have a lion lead an army of donkeys than a donkey lead an army of lions."
I just experienced the business software version of this firsthand.
Great team. Good intentions. Terrible tools.
And it made everything harder than it needed to be.
In my latest post, I break down:
✅ Why software choices are leadership decisions
✅ The platforms I trust (and why)
✅ Three questions every business should ask about their tools
Because in 2025, bad software isn't just annoying—it's expensive.

Bad software costs you time, customers, and money. Learn why choosing the right business tools like Squarespace, Shopify, and HubSpot is critical for growth in 2025.