A familiar name. A wider world.

The platform work addressed the practical demands of international commerce. Morph developed the Shopify Plus platform with multiple languages and currencies, international shipping logic, clearer product-category flows and checkout improvements.

Product discovery and the route to payment belonged in the same assignment as the international setup. A customer needed a way to find what they wanted and complete the order from their market.

Morph reworked photography and packaging direction around the brand's heritage, then developed seasonal campaign assets, storytelling reels and digital banners. Tone was aligned across digital platforms to carry a consistent expression of Rifai into the online experience.

The creative work made the brand visible in the places where the new buying journey would be encountered: product imagery, campaign content and the store itself.

Meta and Google campaigns used behavioural audience segmentation. A global-shipping campaign addressed expatriate communities across Europe, the United States and Canada, connecting the brand's cultural familiarity with its international availability.

CRM and email automation covered cart recovery, re-engagement and loyalty journeys. Heatmaps, scroll-depth analysis and A/B testing informed further changes to the user experience, with dashboards tracking advertising response and customer measures.

The engagement included Meta and Google advertising before moving to a fully organic growth model as its end state. The store, content and customer communication were all part of the delivered work.

That chronology matters: Meta and Google activity belonged to the work along the way. The end-state transition is distinct from claiming that all of the engagement's growth happened without advertising.