Think Deep, Swim Good
Mental health clothing brand: full store overhaul on a founder's budget.
Think Deep, Swim Good is a mental health clothing brand founded by Joshua. The name says it all: acceptance, love, looking out for each other. Profits go to a veteran charity. About 13 products across tees, hoodies, and accessories.
Joshua had a small budget but a genuine mission. The existing Shopify store didn't reflect the quality of the product or the sincerity behind it. This was a full overhaul on a founder's budget, proving that care and craft aren't reserved for enterprise clients.
Joshua started Think Deep, Swim Good because he was sick of seeing people he loves suffer in silence. The brand is built on acceptance, love, and looking out for each other, with profits going to a veteran charity. About 13 products across tees, hoodies, and accessories.
The existing Shopify store didn't reflect the quality of the product or the sincerity of the mission. Joshua had a small budget (£250) but needed a complete overhaul: homepage, collections, brand story, and all the small details that make a store feel intentional rather than thrown together.
Started on the Craft theme, then switched to Horizon mid-project when Craft's hero section proved too restrictive. The homepage was rebuilt around an emotional structure: hero with lifestyle photography, featured products, a brand story section (co-written with Joshua), an Instagram feed, imported Judge.me reviews, blog posts, newsletter signup, and a scrolling marquee.
The content work was as important as the code. Alec co-wrote the brand copy with Joshua, including custom text for the 404 page ("This Page Swam Away / Think deep… but not this deep."), search page, collections directory, and the brand story. A custom colour palette, warm off-white with deep forest green, replaced the default theme colours to match the calm, mindful brand identity.
The store went from a default-looking Shopify setup to something that actually represents what TDSG stands for. Joshua has a homepage that tells his story, products displayed with intention, and 16 five-star reviews front and centre.
This wasn't a flashy build. It was a £250 project for an independent founder with a genuine mission, and the same care went into the copy and the colour choices as into any enterprise project. Sometimes the best work is making something small feel exactly right.