A Full Shopify Rebuild for a Fashion Brand: Logo, Responsive Theme, and Google Ads

Rebuilding a Shopify store from scratch for velitsa.com meant three jobs that usually live in three different teams: brand identity (a new EmagePres logo), a responsive custom theme, and a paid-traffic channel via Google Ads targeting women's fashion. Doing them together is the advantage — the theme is designed for the ads to convert into, and the tracking is built in from day one, not retrofitted.

Brand identity as a system, not one logo

The EmagePres logo needed to feel confident and elegant — clean lines, a calm palette — but a single logo file isn't a brand. We delivered a logo system so the store stays consistent everywhere it appears:

• Full horizontal lockup for headers
• Compact icon mark for mobile navigation and the favicon
• Stacked version for product pages
• Monochrome variants for light and dark backgrounds

Each variant exists so the brand never looks broken in a context it wasn't drawn for — the small detail that separates a designed store from a templated one.

Two design directions, one Shopify-safe structure

We presented two routes: a Zara-inspired clean, minimal layout built around large product imagery and simple navigation, and an original design with unique branded layouts. Crucially, both were designed within Shopify's section structure — so whichever the client chose could be implemented without rewriting the theme's underlying logic. Offering options without doubling the build cost is a structural decision made up front.

The responsive theme build

The theme was built in Liquid to look right across the three sizes that matter — desktop, tablet, and mobile — with fashion's specific demands in mind: imagery that stays crisp and fast, product grids that reflow cleanly, and navigation that works with a thumb. For a fashion store, image performance is a conversion factor, so responsive image sizing and lazy loading were part of the build, not a later optimization.

Google Ads: the store's first paid channel, tracked properly

Launching ads is easy; launching ads you can measure is the point. We set up the Google Ads campaign for the "ladies fashion" niche and wired conversion tracking so every ad dollar maps to a real outcome:

• Conversion tracking — the purchase event fires to Google Ads (and GA4) so the campaign optimizes toward actual sales, not just clicks.
• Product feed readiness — the catalog structured so Shopping campaigns can surface products, not only text ads.
• Clean attribution — tracking installed with the rebuild, so there's no gap between "store launched" and "we can measure ads."

Building the tracking alongside the theme means the first campaign has trustworthy data from its first day — the difference between optimizing a campaign and guessing at it.

A rebuild plus a paid channel only pays off if they're built together: a theme designed to convert ad traffic, and conversion tracking wired in before the first click. Launch ads onto an untracked store and you're buying traffic you can't evaluate.WS24 — how we pair rebuilds with paid launch

A brand refresh, a responsive Shopify theme, and a tracked Google Ads launch — delivered as one coherent project for velitsa.com — gave the store both a new identity and a measurable growth channel from day one. That's the value of doing the three jobs as one.