Launching JSM Farms' First Online Store
JSM Farms, a multi-generational family farm, wanted to expand their offerings beyond their local community. With a loyal customer base offline and growing interest in their pasture-raised goat meat, they were ready to take the leap into e-commerce. But they needed guidance—not only on how to build a store, but how to present their story online in a way that felt as honest, simple, and high-quality as the food they raise.
My Role
This was my first solo Shopify project—end-to-end. I served as designer, brand strategist, photographer, and UX lead. JSM Farms trusted me to translate their values into a digital space: transparency, quality, and the kind of hospitality you only get from a Midwest farmstand.
I handled:
Platform selection & setup (Shopify)
Theme implementation & customization
Homepage layout & navigation structure
Copy direction & writing (SEO-optimized, warm tone)
Full product photography shoot
The Process
We began with a brand and product audit—discussing what made JSM Farms different and who they hoped to reach. From there, I crafted a voice and tone guide to ensure every piece of content—whether product descriptions or shipping policies—felt rooted in who they are.
Photography played a huge role. I shot each cut of meat on a clean, natural background using light and texture to communicate freshness and quality. Since education was also key, I wrote content to explain goat meat’s health benefits and culinary uses, especially for American buyers unfamiliar with it.
The Outcome
JSM Farms now has a full-functioning online store that reflects their values, educates new customers, and makes purchasing meat easy, safe, and intuitive.
Their Shopify store includes:
Transparent return policy for frozen products
Regional shipping zones with conditional logic
Personalized product photos for every meat cut
A story-forward homepage built to build trust
Reflections
This project was a true labor of love—for a family I believe in and a product that deserves more space on America’s table. It also cemented my process for working with small-batch producers who want to grow their business without losing their roots.
