Sustainable Supply Co
Family of Brands
Web / Print / Branding / Marketing
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Overview: Driving Digital Growth for a Family of E-commerce Brands
Role: Marketing Director & Lead Designer Timeline: 2011 – Present Focus: Brand Identity, UX/UI Design, E-commerce Optimization, Print Collateral, Digital Marketing Strategy, Paid Advertising
Sustainable Supply Co. and its sister companies are premier online suppliers of commercial restroom products, eye safety equipment, and building supplies. We provide an extensive catalog of Maintenance, Repair, and Operations (MRO) products to a diverse client base, including global corporations, national retailers, government agencies, facility managers, small businesses, and contractors.
Over the past decade, I have collaborated with our leadership team to successfully launch and market a number of profitable, niche e-commerce brands under the Sustainable Supply umbrella.
My responsibilities span the full creative and strategic lifecycle for each brand, including:
Comprehensive Brand Identity: Logo design and visual branding systems.
Shopify Design & Site Architecture: Designing the layout and user flow for new web pages, collections, and product content. I focus on the visual experience, UX, and SEO strategy rather than back-end coding or bulk data entry.
Content Direction: Shaping the site's messaging and content strategy by collaborating with copywriters and leveraging AI tools to refine the brand voice.
Paid Advertising: Developing the paid search strategy and managing over $4 million in annual ad spend across multiple channels.
Growth Strategy: Landing page optimization (LPO), trade show booth design, and marketing plan development.
AI Strategy & Integration: Leading AI initiatives over the last two years, integrating tools into daily workflows, and advising executive leadership on how AI can drive efficiency and innovation.
Brand Identity / Logo Design
SustainableSupply.com: UX & Interface Design Overview
SustainableSupply.com is a massive e-commerce platform offering over 1,000,000 products. We provide building materials, restroom products, MRO, and safety supplies to a vast range of clients—from global corporations, national retailers, and government agencies to local institutions, schools, and contractors.
Evolution & Growth Over the last 12 years, I have guided the site through five major design iterations and four platform migrations, culminating in our current, high-performing design on Shopify.
Navigating these changes for Sustainable Supply and our sister brands has been a masterclass in adaptability. It has refined my understanding of what makes a website successful, how to structure complex catalogs for usability, and how to deliver a superior user experience that converts.
E-commerce users rely on familiar patterns to navigate a site intuitively. From the Home Page to the Checkout, every step in the journey—including Category pages, Product Detail pages (PDPs), and Account portals—serves a distinct purpose with a clear call to action.
Below, I break down how we implemented these universal best practices at SustainableSupply.com. You will see how we balanced standard e-commerce layouts with unique, tailored features designed specifically for our complex product catalog and the B2B customers we serve.
eCommerce websites
Here are two ways to present this section. Since you want to emphasize your strategic thinking and design intent (rather than just listing features), I recommend using strong headings that explain why you made these choices.
Option 1: The "Strategic UX" Approach (Recommended)
Option 1: The "Strategic UX" Approach (Recommended)
This version frames the homepage as a strategic funnel, using professional design terminology like "Trust Signals" and "Value Proposition."
Home Page Strategy
The homepage serves as the digital front door. It must instantly communicate our value, build trust, and guide users into the funnel without friction.
Primary Goals:
Brand Clarity: Instantly establish who we are and the vast scale of our inventory.
Trust Building: Leverage authority signals to reassure new B2B visitors.
Intuitive Navigation: Reduce bounce rates by guiding users immediately to their desired product or category.
Key Content & Attributes:
Hero Banner: A high-visibility area that communicates our core Value Proposition and immediate service capabilities.
Brand Authority Strip: A visual display of top-tier manufacturer partners, reinforcing that we are an authorized distributor for the brands they trust.
Strategic Content Blocks: A hybrid section combining navigation shortcuts, trust signals (such as our Inc. 5000 ranking), and "deal" incentives to drive engagement.
Category Highlights: Visual links to top-selling categories that expose the breadth of our catalog and expedite the user journey.
Merchandising Zones: Dedicated space for "impulse buy" products and high-volume staples (like paper towels or wipes).
"Why Choose Us": A section clearly articulating our competitive advantages (shipping speed, customer service, etc.) to combat price shopping.
Extended Product Mix: A lower-page section designed for efficient navigation, allowing repeat buyers to scan and click quickly.
Collection / Product List Page
Goals: Product Detail Page
Show users they are looking at a safe website with products they want
Give people the next step to find and decide and the right product
Point website users in the direction of other products, categories, or next step they may want to take
Content / Attributes: Product Detail Page
Hero banner shows the value prop and an indication of what products are available
Brand strip shows what we sell and provides trust that we work with top brands
Product list shows popular products in top categories
List and thumbs of product subcategories
List of products in this category with search refinement
Ads for related products and impulse buy products to help users find everything they need
User product reviews to help buyers make an informed decision
Here are two options for the Collection / Product List Page section.
I corrected the headers in your text (where it said "Product Detail Page") to match the section you are actually describing (Category/List Page).
Option 1: Strategic & UX Focused (Recommended)
Option 1: Strategic & UX Focused (Recommended)
This version uses industry terms like "Faceted Search" and "Social Proof" to show you understand the mechanics of high-volume e-commerce.
Category & Product List Page (PLP) Strategy
When managing a catalog of over 1 million SKUs, the Category Page is critical for navigation. The goal is to prevent "choice paralysis" by helping the user quickly narrow down the vast selection to the specific item they need.
Primary Goals:
Validation & Trust: Immediately confirm to the user that they are on a secure site and viewing the correct product category.
Efficient Discovery: Provide clear tools (filters, subcategories) to help the user identify the right product and take the next step.
Navigation Continuity: Offer clear pathways to alternative products or categories if the current selection isn't a perfect match.
Key Content & Attributes:
Category Hero: A descriptive banner that confirms the category context and highlights the value proposition.
Brand Validation: A visual strip of manufacturer logos to reinforce trust and show authorized dealer status.
Visual Sub-Navigation: Thumbnail images and links to subcategories to help users drill down without relying solely on text menus.
Faceted Search & Filtering: A robust product grid with sidebar refinements (price, brand, specs) to manage the deep catalog.
Strategic Merchandising: Dedicated slots for "related products" and impulse items to increase average order value (AOV).
Social Proof: Aggregated user product reviews to validate quality and aid decision-making.
Informational & Resource Page Strategy
Beyond the product catalog, a robust e-commerce site requires a support ecosystem. These pages serve three critical functions: reducing purchase anxiety through transparent policies, driving SEO through educational content, and positioning the corporate brand for growth.
Primary Goals:
Operational Transparency: Clearly communicate store processes (Shipping, Returns, Warranty) to remove friction and build buyer confidence.
Decision Support: Provide educational resources and buying guides that help users navigate complex B2B categories and find the right solution.
Corporate Positioning: Strengthen the brand narrative to attract not just customers, but also investors, partners, and top-tier talent.
Key Content & Attributes:
Context-Driven Design: Layouts tailored to the specific goal of the page (e.g., text-heavy for policies vs. visual-heavy for buying guides).
Clear Hierarchy: Immediate indication of the page’s purpose to reduce bounce rates.
Policy Clarity: Easy-to-understand breakdowns of store policies to manage customer expectations.
Educational Resources: "How-to" content and selection tools that establish authority and assist in the buying journey.
Company Overview: General business information that validates the brand's stability and history for stakeholders.
Evolution, Strategy, & Impact
Platform Evolution & Tech Stack Over the last 12 years, I have guided Sustainable Supply through five major design iterations and four complex platform migrations. Currently, the site runs on a highly optimized Shopify architecture. We leverage a flexible template framework enhanced by custom code edits and a curated stack of Shopify apps to deliver enterprise-level functionality without the bloat of custom development.
2009 - Volustion
2011 - Volusion
2015 - Netsuite
2017 - Magento
The Multi-Brand Strategy Beyond the flagship store, we operate three additional niche e-commerce websites. This multi-brand strategy allows us to provide deep expertise and a high-touch user experience in specific industries where customers require specialized support and technical knowledge.
PortableHandwashing.com
TotalRestroom.com
EyewashDirect.com
Print Design
Email Design
Serving Through Crisis Our commitment to our customers was tested—and proven—during the COVID-19 pandemic. When supply chains broke down globally, Sustainable Supply was able to source and distribute essential goods like toilet paper, cleaning supplies, and masks to thousands of people in need. Throughout 2020, we became a lifeline for our customers. It was incredibly rewarding to see our hard-working service team receive thanks from hundreds of businesses and families who relied on us to stay safe during such a difficult time.
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