A Boutique e-commerce studio

Plot partners with established independent businesses ready for their next chapter online. The kind that have a point of view, loyal local community, passionate people, and a site that works, but hasn't quite kept up with who they've become.

My Philosophy

When independent businesses first got online, there were so many same-same sites and there still are: clean, minimal, efficient, straightforward. This is what everyone thought they had to do to be successful online.

Sites today need 2 things:

But as you mature, after you’ve validated that you want an e-commerce property, what's needed is for your site to finally feel like you as a business.

What communities actually want from you online is specificity, character, quirks, personality, and an experience in keeping with what they feel offline, in person with you, or on your social channels.

The site should feel real not generic — like walking into your world, like a chat with someone in store, like reading an edition of the newsletter from your founder, like in-jokes from your channels. It’s what people already know you for, brought online.

Online catches up to offline.

Your site should feel like the brand you've become. This is your next chapter. Plot is here to be your translator

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2021-2025

Design
Shopify Development
Custom Features
Email Design

Good Cheese

Good Cheese is a small neighbourhood cheese, wine and fine foods shop in Toronto’s East Chinatown. Luke built it around the idea that food should be fun & that discovery beats gatekeeping every time: no high brow/low brow divide, just all the best stuff. I've worked with Luke since 2021 when we first brought Good Cheese online, rebuilding last year as Shopify had big upgrades & the shop itself had matured. It’s been so fun watching this neighbourhood shop become a full e-commerce operation while remaining unpretentious, curious and genuinely good.

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2019-2023

Web Design
Shopify Development
Custom Features

Grape Witches

Proxies, now separate from acid league, are available in curated shops across north american cities. Their classic dtc with a fulsome wholesale program. You can also catch proxies in person at tastings across cities, exposing us to some of the most interesting restaurants, shops, sommeliers & taste makers around. Biggest win for me: when the team organized a zoom at the end to thank me for the work, each saying something. It was really special.


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2023-2024

Web Design
Shopify Plus Development
Custom Features

Proxies

Proxies, now separate from acid league, are available in curated shops across north american cities. Their classic dtc with a fulsome wholesale program. You can also catch proxies in person at tastings across cities, exposing us to some of the most interesting restaurants, shops, sommeliers & taste makers around. Biggest win for me: when the team organized a zoom at the end to thank me for the work, each saying something. It was really special.


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What Matters

  • Understanding your Brand

    No lengthy briefs or constant course-correcting. The first conversation does the work. From there the plan is clear and we stick to it. Deep conversation. To translate the nuances, I need to really get them.

  • Balancing the Pragmatic & Creative

    Not a trade-off. The site works — navigation, flow, conversion — and it feels unmistakably like you. That's the whole point. Part of my secret sauce is balancing these two. I like pragmatic solutions / not over-woring or over-complicating things, finding elegant solutions. Structure and organization are also key to a good site. But I also value the creative and aim to make a site that feels like you.

  • Making Big Projects that Feel Easy

    Organized, direct, on time. You'll always know where things stand. And when it's done you'll know exactly how to run it.

On Working with Me

  • I can't overstate how wonderful it has been to work with Amy. She spent time to understand our needs & vision and made us a beautiful, incredibly functional site that allowed us to take our business to the next level and has been there every step of the way — from Squarespace at the very beginning through our custom Shopify site. It's so rare and wonderful to work with someone who spends the time to 'get' your brand, so that you don't need to be checking over their work and course correcting constantly. Besides her extreme competency, she is truly a joy to work with interpersonally. Kind, funny and smart. A true star! I've referred her to countless other local businesses who have all raved about her.

    — Nicole Campbell, Co-founder & Director of Grape Witches

  • We hired Plot to take on a high-stakes store redesign for Proxies and it was even smoother than I could've hoped for. Amy brings the trifecta of being highly organized, super talented and easy to work with. Her design sensibility is bang on, and in my opinion brings the sophistication of much larger shops, without all the overhead. Highly recommended!

    — Sean Hazell, former CMO of Proxies

  • Working with Amy was a true pleasure. From the get-go she surprised and delighted us with her ideas on how to make our website not just work better from a consumer perspective, but for us as well. They took a holistic approach to the design that was beyond anything we had imagined going into it and we couldn't be more pleased with the outcome. Her work was always focused & direct, professional, and on time. She was patient and helpful when we had questions. Ultimately she made a big complicated project feel natural and easy while delivering a product that we are absolutely thrilled with.

    — Luke Champion, Founder & Director of Good Cheese

  • Amy was instrumental in quickly upgrading and redesigning our website to handle the e-commerce volume that came with the pandemic. She helped us first build a site in Squarespace (which was awesome) then transition the site to Shopify (which was even more awesome) & now lead an update as we grow even more. Amy was an absolute delight to work with and the speed & quality of her work is very impressive. Would highly recommend working with her if you're interested in setting up an e-commerce platform that is both beautiful and converting.

    — Matt Park, Co-founder & Brewery Director at Burdock

  • Amy was such a pleasure to work with! She listened to our dreams and quickly came up with a clear plan that we stuck to throughout the process. Our new site is the perfect combination of style and functionality that we were looking for. We've seen a dramatic increase in traffic and sales since launching, and have signed so many new people up to our mailing list. The site has allowed us to attract new business and has also re-engaged our existing clients who love the seamless navigation. We couldn't be happier with the final product and loved working with Amy to bring it to life.

    — Michelle Desroches, Private Client Sales Manager & Sommelier at Lifford

Meet Amy

I founded Plot six years ago, instantly working with what were smaller businesses at the time, but dream clients on the rise, like Grape Witches & Burdock. They're now super well known in Toronto & beyond with growing teams. And they're just two examples.

But I immediately fell in love with working closely with the founders & small teams behind independent businesses, hearing about their ambitions, listening for the story, digging into their problems, coming up with practical solutions, empowering them to be themselves online & grow through e-commerce. Most businesses I’ve worked with, I’ve worked with multiple times, evolving their presence online as they grow. 


The people I love to work with are passionate, innovative, fun, kind, they have strong points of view, they're purposeful, and they're good to & for their communities.

I’ve worked with dozens of independents, as well as large brands, from CPP & FIFA to xx & XX, leading user experience strategy on contract with select agencies, and I think I really understand what’s needed & what’s not. I love to translate what’s unique to you online while pursuing solutions that are pragmatic and elegant. Not complex. No inflated budgets. 


I now take on a limited number of 
e-commerce projects, intentionally seeking out brands that I would be excited to work with and who I think I can help enter their next chapter of business online.

What’s Next for You

Our Services

  • A site that matches who you've become

    You've outgrown the old one. This is the version that does justice to what you've built. The brand you are now — the curation, the community, the point of view — finally coming through online. Not the version from a few years ago when you just needed to get something up. The real one.

  • e-comm that's not complicated

    Seasonal, manageable, yours to operate. Not something you dread or hand off to whoever's available. You'll know what to update, when, and why. The site works for you through every season — not the other way around.

  • You have a connected experience

    e-comm isn't a cast-off part of your business anymore or a utility that’s just there to perform transactions. There’s consistency between bricks & mortar and online. This doesn’t mean they’re identical experiences, but they feel the same and of the same calibre. People can easily engage with either, like they’re having an ongoing conversation with you.

  • Room to focus on what only you can do

    The site does the selling. You do the building, the buying, the relationships — the things no one else can do. When the online side is handled properly you get time and energy back for the work that actually moves your business forward.

  • LAST ITEM HIDDEN * DO NOT DELETE

Your next chapter is here.
Load the bags.

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