Orba is a purpose-led DTC brand challenging the conventions of the global footwear industry. With a commitment to transparency, circular design, and material innovation, the brand speaks to conscious consumers seeking more than just style. Orba’s identity is rooted in environmental integrity and guided by the belief that brands should be accountable for their impact, from first impression to final footprint.
Opportunity
Orba needed a compelling and functional Shopify website to convert interest into sales and build trust with early adopters. As the driving force behind Orba’s eCommerce and digital presence, I executed the design, strategy and digital marketing functions that a growing eCommerce brand needs when starting from the ground up.
Using human-centred design thinking, I ensured the site addressed user needs and communicated Orba’s sustainability mission, supporting storytelling and commerce in equal measure. I paired this with a full-stack eCommerce setup, integrating inventory, shipping, customer service, analytics, and conversion tracking.
To drive growth, I ran paid media campaigns across Meta and built email journeys. I created conversion-optimised product pages, planned launches, implemented segmentation, and continuously tested and improved the website experience using CRO frameworks.
Brand management extended to the development of sustainability-led messaging, content, crowdfunding and customer experience touchpoints, where I personally managed customer support across channels to build loyalty and trust.
Outcome
Launched a cohesive DTC experience that helped Orba generate six-figure revenues in a New Zealand-only test market, build a loyal customer base, and establish itself as a credible challenger brand in the sustainable footwear space. Managed performance-driven marketing campaigns across Meta and email channels, all with limited ad spend.
Over 3% conversion rate - above footwear industry averages
Delivered over 5,000 orders, with an average order quantity of 1.3
25% returning customer rate, indicating strong brand affinity
Meta campaigns consistently delivered 2.5x ROAS
Raised $50K via crowdfunding for two new colours
Email marketing became a key revenue driver through flows and storytelling
Orba has been featured in Vogue Australia, Stuff, Kia Ora and a Business Insider video documentary exploring the future of footwear materials. In 2022, Orba had a bold brand refresh by an agency that updated the colours, copy and attitude.
Interested in the journey, results, or full case study? I’d love to share the details — Get in touch