At the end of 2024, I created a short portfolio video to walk a client through a selection of work produced at Invisible Building over the previous few years.
Originally intended as a private client walkthrough, the video now works as a clear snapshot of where the studio stood — creatively, technically, and strategically — at that moment in time.
More than a highlight reel, it reflects a period of transition: moving away from broad digital work and toward a much more focused, Shopify-led way of operating.
Why This Video Was Made
The original purpose of the video was simple — to give a client a clear, honest view of how Invisible Building approaches design, development, and product thinking across different types of projects.
It wasn’t designed to be overly polished or promotional. Instead, it shows work in context: live websites, evolving platforms, and projects shaped by real constraints and real users.
Looking back now, it also documents a natural inflection point in the studio’s direction at the close of 2024.
What the Work Reflects
The projects shown in the video span commercial platforms, cultural events, and tech-for-good initiatives. While the outputs differ, the underlying principles remain consistent.
- Clear, conversion-aware layouts that prioritise usability
- Strong visual hierarchy, particularly on mobile
- Brand systems designed to scale beyond a single page or campaign
- Careful attention to performance, accessibility, and real-world use
You’ll see Shopify storefronts, event platforms, editorial interfaces, and mobile-first experiences — all built with longevity and clarity in mind, rather than short-term trends.
Projects Featured in the Video
The video brings together a cross-section of work completed during this period, including:
- Belfast Whiskey Week — a large-scale event platform supporting ticketing, scheduling, and mobile-first discovery during a live festival
- Wedplnr — a mobile-first product focused on structured planning and restrained UX
- Tech for Good initiatives — projects where clarity, accessibility, and reliability take precedence over surface-level polish
- Shopify storefronts — combining brand expression, merchandising logic, and performance fundamentals
The screenshots accompanying this post highlight individual moments from the video — navigation systems, hero layouts, mobile screens, and campaign visuals — offering a closer look at how these ideas translate into real interfaces.
A Clear Shift Toward Shopify
By the end of 2024, it was clear where Invisible Building delivered the greatest impact: working deeply with businesses built on Shopify.
Since then, the studio has deliberately narrowed its focus — concentrating on Shopify design, development, CRO, and long-term partnership work rather than broad, one-off digital projects.
This portfolio video sits directly at that point of transition, showing the foundations of today’s approach: senior-led thinking, calmer processes, and systems designed to support sustainable growth.
Looking Forward
While this post reflects on past work, the direction of the studio is firmly forward-facing. Invisible Building now operates as an independent Shopify studio, taking on fewer projects and working more closely with clients over longer horizons.
If you’d like to explore how this thinking applies to your own Shopify store, you can learn more about the studio at invisiblebuilding.com.
