Boofhead is a Noosa-based brand built around a shared love for fishing, surfing and four-wheel driving. The goal was to create a brand that felt authentic, community-driven and deeply connected to the outdoor lifestyle.

The project began with the development of a distinctive visual identity, including custom illustrated 4WD designs created through multiple refinement stages to achieve the right balance of character and detail. These illustrations became the foundation of the brand’s first product release.

Ahead of production, an entire pre-order campaign was developed using realistic digital mockups, allowing the brand to launch without holding physical stock. This approach not only validated the concept early but also generated strong demand, with the initial release selling out before production was complete.

Alongside this, I designed and built the Shopify website, led content creation and art direction, and implemented SEO foundations to support long-term growth. The result is a cohesive, scalable brand with a strong online presence, high engagement and an impressive conversion rate from launch.