ESTHTX is a growth studio in Iowa City for D2C brands selling online.
We build the storefront, make the creative and run the media. One team, one number to answer for.
Working with brands across the United States.
Design that moves product.
One team for the store, the creative and the media.
Four vendors become one invoice, one timeline, and one number to answer for at the end of the month.
Founded to close the gap between brands that look good and brands that *actually *sell. One team running the store, the creative and the media.
Six disciplines, one invoice.
Most brands buy these from four different vendors and spend their week translating between them. Open any row.
Website Development
- I.Next.js & headless builds
- II.Shopify & WooCommerce
- III.Landing pages & funnels
- IV.Speed & Core Web Vitals
Hand-built sites that load fast and are designed around one action.
No page builders, no twelve plugins holding the layout together. We design the path to checkout before we design anything else, and we build on the stack you can actually maintain.
Most of your traffic is on a phone with bad signal. That's the device we build for first.
Shopify & Ecommerce
- I.Shopify store builds
- II.Custom coded themes
- III.Product listing & feeds
- IV.Checkout & conversion
Shopify stores built properly, listed properly, then grown.
The whole store, not a premium theme with your logo dropped into it. We take a free Shopify theme and code it to your brand, list the catalogue with copy and imagery that does the selling, and set up payments, shipping and apps so the back end is still sane six months later.
Already selling? We audit first and tell you what's leaking before we quote anything.
Meta Ads
- I.Facebook & Instagram media
- II.Creative production
- III.Structured testing
- IV.Pixel & conversions API
Paid social run against profit, not impressions.
We build the creative and run the media, so when something underperforms we fix the actual cause instead of emailing whoever made the asset. Testing is structured: one variable at a time, with enough spend behind it to mean something.
You get a weekly number and a plain explanation of what changed.
Graphic Design
- I.Brand identity
- II.Packaging & print
- III.Ad & listing creative
- IV.Design systems
Identity and collateral that survives being shrunk to a thumbnail.
Logos, packaging, ad creative, listing graphics, social systems, designed as a set with rules, so the tenth asset still looks like the first and your team can make more without breaking it.
Content Marketing & Distribution
- I.Motion graphics & launch films
- II.Short-form, UGC & product demos
- III.Content calendars & posting
- IV.Repurposing across platforms
Content made to be seen, and then actually put where people are.
Motion graphics and product launch films, short-form, UGC edits and product demos. The kind of work where pacing and type carry the story instead of a voiceover explaining it.
Then it gets distributed rather than filed. One shoot becomes a launch film, a set of short-form cuts and a month of posts, sized for every feed it is going into and scheduled against a calendar instead of whenever someone remembers.
Clip Channels
- I.Clipping from raw footage
- II.Channel setup & handles
- III.Daily posting at volume
- IV.Hooks, captions & trend fit
Your long footage, cut into clips and posted on channels we run for you.
Creators and founders hand us the raw footage. We cut it into vertical clips, caption them, and post them on separate accounts built around the work, so the main channel stays clean while the clips go and find the audience.
It runs daily rather than in bursts, because volume is the whole point. The more clips in the feed, the more chances one of them reaches someone who was never going to sit through the long version.
Where the money actually changes hands.
Two surfaces we build and run.
- Project Name
- AESTHETIX
- Description
- Storefront build and paid social for a luxury home décor brand
- Industry
- Ecommerce · Home décor
- Released
- 2026
- 01Store buildWeek 1
A free theme coded to your brand, with the path to checkout designed before anything else is.
- 02Catalogue & listingsWeek 1-2
Products, variants, copy and imagery. The half that decides whether anyone adds to cart.
- 03Checkout & trustWeek 2
Payments, shipping, tax, returns and the details that stop people leaving at the last step.
- 04TradingOngoing
Price tests, restocks, and reading which page loses them rather than which page gets visits.
- Project Name
- Shopify storefront
- Description
- Store build, custom coded theme, product listing and checkout
- Industry
- Ecommerce
- Status
- Capability
Their footage, our channels.
Streams, podcasts and long uploads, cut into vertical clips and posted daily on accounts we run. Sound is off on all of them. Turn it on for any one.
Work that moves.
Motion graphics and launch films, made in house. Tap to pause, or turn the sound on.
What we can stand behind.
- I.Six disciplines under one roofSince 2026
- II.Shopify stores, built and tradedEcommerce
- III.Build and media by the same teamNo handoffs
- IV.Fixed scope, fixed price, fixed dateEvery project
- V.Direct access to the founderNo account layer
- VI.Iowa City, working nationwideUnited States
The person who’ll actually do the work.
No account layer, no junior handoff, no agency telephone game. You brief the founder and the founder builds it.
Raffay MalikIowa City, IARaffay
Malik
Raffay started ESTHTX to do the thing most brands currently split across four vendors: build the store, build the site, make the creative, run the ads. And to be accountable for the number at the end of it.
He works directly on every account, which is the main reason things ship here in weeks rather than quarters. If something isn’t working, you hear it from him first.
Most agencies sell you activity. We’d rather be judged on what it returned.
- I.Scopes and prices every project personally
- II.Leads storefront and site architecture
- III.Directs the creative and the ad accounts
- IV.Reports the weekly number himself
Clear plans, real outcomes.
The build and the creative to launch it. Start here when the store or the site is the thing in your way.
- Custom site or storefront build
- Shopify store set up
- Core creative pack
- Analytics & tracking
- Email support
Build plus media, same team, one number. Start here when you are selling already and want more of it.
- Everything in Launch
- Meta ads management
- Ongoing creative & video
- Affiliate seeding & management
- Weekly reporting call
Several channels at once, or one channel at real volume, with the output to match.
- Everything in Growth
- Full marketplace ops
- Dedicated creative output
- Priority turnaround
- Direct founder access
Annual billing saves 20%. Custom scope quoted after the audit call.
Only want one of them? Meta ads on their own, clip channels on their own, a build with nothing after it: we price that on its own rather than putting you on a plan. Say which in the form.
What clients say.
“We'd been stuck on setup and listings for months. They took the whole thing over. The store is organised now and the products are presented in a way that actually makes sense.”
“We were sitting on good footage and getting nothing out of it. The pacing is better, the cuts feel intentional, and they know when not to overdo the effects.”
“We didn't want everything looking like the same Canva template as everyone else. They understood that immediately. It all connects now, across the site and the social pages.”
“We were guessing. Boost something, check the numbers, try something different the next week. They built an actual structure around the campaigns so we can see what's working.”
“The site worked, it just wasn't helping the business. They cleaned up the design and made the important information easy to find. The mobile version especially. It feels natural arriving from an ad.”
“We'd been stuck on setup and listings for months. They took the whole thing over. The store is organised now and the products are presented in a way that actually makes sense.”
“We were sitting on good footage and getting nothing out of it. The pacing is better, the cuts feel intentional, and they know when not to overdo the effects.”
“We didn't want everything looking like the same Canva template as everyone else. They understood that immediately. It all connects now, across the site and the social pages.”
“We were guessing. Boost something, check the numbers, try something different the next week. They built an actual structure around the campaigns so we can see what's working.”
“The site worked, it just wasn't helping the business. They cleaned up the design and made the important information easy to find. The mobile version especially. It feels natural arriving from an ad.”
“Raffay understood a store isn't just putting products online. It's how they're presented to someone arriving cold from an ad. There's a proper system behind it now.”
“I sent Raffay raw video I wasn't happy with myself. It came back looking like something else entirely. Clean, not over-produced. He got the style from a few examples.”
“I have a hard time explaining what I want visually, so I expected a lot of revisions. Raffay was close on the first concepts. Polished, but it still felt like our brand.”
“We were spending on Meta and unhappy with the results. What I appreciated was that Raffay didn't just tell us to raise the budget. He fixed the creative, the targeting and the setup first.”
“We had a specific idea and expected it to take much longer. Raffay built around our direction instead of forcing us into a template. The site feels like our company.”
“Raffay understood a store isn't just putting products online. It's how they're presented to someone arriving cold from an ad. There's a proper system behind it now.”
“I sent Raffay raw video I wasn't happy with myself. It came back looking like something else entirely. Clean, not over-produced. He got the style from a few examples.”
“I have a hard time explaining what I want visually, so I expected a lot of revisions. Raffay was close on the first concepts. Polished, but it still felt like our brand.”
“We were spending on Meta and unhappy with the results. What I appreciated was that Raffay didn't just tell us to raise the budget. He fixed the creative, the targeting and the setup first.”
“We had a specific idea and expected it to take much longer. Raffay built around our direction instead of forcing us into a template. The site feels like our company.”
“We had the products, the traffic and the audience. The store itself wasn't set up properly. You don't realise how much needs fixing until someone who knows what they're doing goes through it.”
“We changed a few things on the first cut and the next version was exactly right. We send them content regularly now.”
“One post looked nothing like the next. They built a proper visual direction for us.”
“A clear testing process instead of changing five things at once. We know what's worth the money now.”
“Customers kept getting lost between pages. They simplified the whole thing, and explained why each change mattered rather than just making it.”
“We had the products, the traffic and the audience. The store itself wasn't set up properly. You don't realise how much needs fixing until someone who knows what they're doing goes through it.”
“We changed a few things on the first cut and the next version was exactly right. We send them content regularly now.”
“One post looked nothing like the next. They built a proper visual direction for us.”
“A clear testing process instead of changing five things at once. We know what's worth the money now.”
“Customers kept getting lost between pages. They simplified the whole thing, and explained why each change mattered rather than just making it.”
The things people actually ask.
If yours isn’t here, the form at the bottom reaches the founder directly.
Builds start at $2,500. Where it lands from there depends on the scope: how many pages, how big the catalogue is, and how much of the creative we're making from scratch.
You get a fixed price and a fixed date before anything starts. No hourly drift, no surprise invoice at the end.
It depends on the project, but most storefronts have gone live in two to four weeks. Smaller builds land at the short end of that, bigger catalogues at the long end.
Shopify setup runs alongside it. Paid media starts once there's somewhere worth sending traffic, because spending before the store converts is how budgets get wasted.
Then that is all you buy. The plans bundle the disciplines because most brands need more than one and would otherwise be briefing four vendors, but nothing about them is compulsory.
Meta ads on their own, clip channels on their own, a build with nothing after it: all fine, all priced on their own rather than as a plan. Say which one in the form and that is what we quote.
Most of our work is remote and nationwide. Being in Iowa City means Central time, which overlaps both coasts comfortably.
We can do both, and doing both is where we're most useful. When a campaign underperforms, the cause is usually the landing page, the offer or the creative, and we can go and fix it the same day.
If you only need one, that's fine too. Plenty of clients start with the build and add media later once the store is converting.
Shopify for most ecommerce, and it can be custom coded: we take a free Shopify theme and code it to your brand, which gets you a one-of-a-kind storefront without paying for a premium theme you'd end up overriding anyway. Next.js when a brand needs something fully custom, WordPress when a team is already comfortable maintaining it.
We pick for what you can run after we hand it over, not for what is fastest for us.
No. But if you have no product-market fit yet, a new site won't create it, and we'll tell you that on the first call rather than take the work.
You own everything: the code, the accounts, the assets. No lock-in and no licence that expires.
If you keep us on for media you get a weekly number and a plain explanation of what changed. If you don't, the site keeps working without us.
Send the form below. You get a reply within six hours from the person who'd do the work, and a call where we look at your store, your numbers and your creative.
You leave that call with a written summary of what's costing you money, whether or not you hire us.
Tell us what you’re selling.
Send the shape of it. You’ll get a real reply from the person who’d do the work, usually same day.
