Kevin Leonel
Kevin Leonel's team created an expressive Shopify storefront. DirectLine built on that artistic foundation with modern shopping journeys and connected customer follow-up.
DIRECTLINE / SCOTT CARMICHAEL
From business problem to working solution.
I help founders and growing businesses make better digital decisions, then build the websites, AI workflows and connected systems that put those decisions to work.
Business strategy · AI · Web development · Connected systems
Scott CarmichaelWork directly with Scott.
Real projects. Connected thinking.
Explore the experience.
See the system behind it.
Three projects, three different needs. Switch projects or choose a detail to explore the actual work.
ACTUAL PROJECT / 01SHOPIFY + CRM
ART → COMMERCE → CONNECTION
KEVIN LEONEL / ARTIST-LED COMMERCE
Art first.
A better way to shop.
Building on Kevin’s distinctive artwork and original digital gallery, DirectLine connected a modern shopping experience with customer follow-up.
Explore a layer
A release-led storefront, clearer product discovery, and a natural path from the artwork to the right piece.
Explore the project4-second rotation · explore at your pace
Turn inspiration into directionMap your digital presence.
Use the projects above as a starting point. Choose what your website needs to do and turn it into a short, shareable brief.
Selected work
Work you can see for yourself.
Different businesses bring different problems. Here is what happened when strategy had to become something people could actually use.
Founder Growth Group
Under Borsato Group’s direction, DirectLine delivered the website and interest capture within a launch window of just a few days, with time to spare.
The Sisterhood
DirectLine translated an existing business concept into a custom website, shaping its page structure, visitor paths, visual design and much of the supporting imagery.
What DirectLine helps solve
The problem rarely fits into one service box.
The offer is good, but the story is unclear.
We clarify who it is for, what matters to them and the path from first impression to next step.
The website exists, but it is not doing enough.
We design and develop a useful experience around the business, its audience and the action the visitor needs to take.
The tools are disconnected.
We connect forms, CRM, email and follow-up so information reaches the right place and work does not depend on manual handoffs.
There is an AI opportunity, but no working process yet.
We identify a practical use, test it in the real workflow and build around what proves useful.
Approach
Good advice should lead somewhere.
01
Understand the business.
Learn the offer, the customer, the current system and the constraint that matters most.
02
Design the approach.
Choose the smallest coherent set of changes that moves the business forward.
03
Build and connect.
Make the site, workflow or system work in the tools the business will actually use.
04
Refine in use.
Check what happens after launch and improve the parts that need it.
This can begin as a focused strategic conversation or a build. The work is scoped around the problem.
About DirectLine
Business thinking and hands-on delivery.
Work directly with Scott, with Leah collaborating on business development, partnerships and market opportunities where the project calls for it.
Strategy · Development · Implementation
Scott Carmichael
Scott brings extensive corporate experience in consulting, training and implementation to DirectLine. Early work in fast-moving software startups, including Oggle Interactive, involved helping build a site, develop relationships and sell an emerging offering. That combination of business and technical work still shapes how he approaches a project.
Today, Scott works with founders and growing businesses to clarify the problem, choose a practical digital approach and build the website, AI workflow or connected system needed to carry it through.
Connect with Scott on LinkedIn
Business development · Partnerships · Market opportunities
Leah
Leah is an ongoing DirectLine collaborator with nearly 20 years of experience in business development. Her work spans prospecting, commercial partnerships, market research and entry, offers and outreach, and the follow-through needed to turn an opportunity into a working relationship. She brings that market-facing perspective to collaborative ventures and selected DirectLine projects.
Contact Scott
What are you trying to build or untangle?
Tell Scott what you are working on, where it is stuck and what a useful result would look like. You will get a direct conversation about the next practical step.