E-Commerce Experts & Shopify Specialists

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EXPLORE PROJECTS

We believe good design doesn’t shout.

It guides, reassures, and endures.

RECENT PROJECTS

Freshwater works with brands that care about how things feel, not just how they perform. We focus on clarity over cleverness, systems over trends, and decisions that still make sense years from now. We’re not here to decorate.
We’re here to help brands grow with intention.

OUR SERVICES

  • Shopify Design & Development

    Custom Shopify builds and performance optimization — structured for growth, easy maintenance, and long-term scale.

  • UX Design & E-commerce Strategy

    We design structured user journeys that reduce friction, increase clarity, and turn intent into measurable conversion.

  • Brand Systems & Visual Identity

    We build cohesive brand systems that translate across digital touchpoints — from foundational identity to scalable UI components.

  • Content Architecture & Product Storytelling

    We structure content to guide decisions — shaping how products are understood, compared, and ultimately chosen.

MEET THE TEAM

Freshwater works with brands that care about how things feel, not just how they perform.

Led by founder Mike Lazarus, we focus on clarity over cleverness, systems over trends, and decisions that still make sense years from now.

We’re not here to decorate.
We’re here to help brands grow with intention.

  • Mike Lazarus

    Founder

    Stanford Economics grad with journalism background. 10+ years in e-commerce, building Shopify stores from zero to scale. Loves translating business challenges into clear systems and scalable growth.

  • Alex Khost

    Dev Head

    20+ years of building websites, from startups to enterprise, always with an eye for clarity and ease of use. Pragmatic about stack choices; ruthless about clean code and speed.

  • Kat Fernando

    Design Head

    7+ years working in e-commerce with a UX focus for lifestyle and wellness brands. Builds systems, not one-offs so your visuals stay cohesive as you grow.

FROM OUR CLIENTS

  • “We were blown away by how well the team understood our vision for our rebrand and relaunch! So grateful to Mike and the team for nailing the designs, making the site fun and easy to navigate, setting up our wholesale site, and creating custom graphics, icons and collages for all the platforms we sell on!!”

    Lexie Daly, President

  • “Mike and the Freshwater team are total game-changers. Their designs are rad and they made the whole process a breeze. They've modernized our brand to vibe with the next gen of skiers, and the results are killer! Top-notch communication and super easy to work with — these guys are a big reason we're crushing it.”

    Jax Mariash Mustafa, CEO / President

  • “Since the revamp, we've seen a significant uptick in conversions and customer interactions. Their strategic approach to layout and content adjustments really made a difference. So grateful for the measurable results and enhanced online presence!”

    Casey Husband, CEO

LET'S WORK TOGETHER

From launching new brands to growing existing ones, we pride ourselves in taking the time to understand each client’s unique situation and craft a custom plan to maximize their potential.

EMAIL US