When Grammy-winning artist Miguel set out to build a new kind of fashion and media brand, he wasn’t just creating a label—he was shaping a cultural concept. Schedule 1 Concepts (S1C) blends apparel, art, and digital expression, all grounded in Web3 philosophy. I came in early to lead the e-commerce UX strategy and digital brand execution, turning abstract ideas into tangible experiences. The challenge: design a commerce platform that could carry a creative vision rooted in scarcity, exclusivity, and community.

Over the past three years, I’ve helped grow S1C from a bold concept into a functioning digital brand. The e-commerce experience delivers a premium, collector-grade feel—designed to support limited drops, NFT integrations, and dynamic storytelling. We built a Shopify experience that’s flexible, fast, and visually immersive—supporting both product launches and media campaigns. The result is a platform that reflects Miguel’s creative edge while giving fans a place to engage, collect, and wear the brand’s philosophy.