At the start of the year, I sat down and recorded a simple recap video. Part reflection, part reset. It was originally filmed for Invisible Building’s Instagram, but I wanted to share the full widescreen version here as a more complete snapshot of the journey so far.
It’s not polished or scripted. It’s just me, a coffee, and a bit of breathing space at the start of a new year. Talking honestly about where Invisible Building came from and where it’s heading next.
Watch on YouTube: https://www.youtube.com/watch?v=wfvuMgu5QDA
From Graduation to Going It Alone
I graduated in 2011 and stepped straight into a digital industry that didn’t quite match what I wanted it to be. Design and development felt fragmented. Graphic design on one side, heavy backend work on the other — and very little space in between.
So I freelanced. I worked across agencies, covered maternity leave, dropped into teams when projects ramped up, and learned how real digital products were built, often behind the scenes.
That period is where Invisible Building started: first as a sole trader name, then gradually becoming something more defined.
Learning at Scale
One of the most formative chapters was my time working at Chain Reaction Cycles. What started as freelance work became a full-time role that lasted over three years.
I worked deep in email automation, large-scale e-commerce, and internal tooling — sending daily campaigns to a database of over a million customers. It was intense, technical, and hugely valuable.
More than anything, it showed me what happens when systems are designed properly.
Why Shopify Became the Focus
After returning to working independently, I found myself pulled more and more toward e-commerce — and eventually, very specifically, Shopify.
Shopify sat right at the intersection of everything I cared about: design, performance, scalability, and real-world business impact. It also aligned closely with my background in Liquid templating, prototyping, and systems thinking.
By the end of 2025, the decision became obvious. Invisible Building would focus fully on Shopify.
Looking Ahead to 2026
Going into 2026, Invisible Building is intentionally narrow in focus. The goal is simple: build excellent Shopify websites, help businesses grow sustainably, and work closely with founders who care about doing things properly.
Design and tech-for-good values are still the backbone — but Shopify is now the platform where all of that work comes together.
If you’ve any questions about anything mentioned in the video, or want to explore working together, you can find more information at invisiblebuilding.com .
