Theory8

Creative direction / creative strategy / consulting

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About 08

Hi, I’m Sacha

I'm a Creative Director specialising in e-commerce, with 25 years in the industry. Today I lead creative direction and UX at Sports Endeavors across three brands: Soccer.com, WorldSoccerShop, and 431 Sports.

What those years taught me is simple: good work doesn't come from working harder. It comes from building the system beneath it.

About 08

Work

Led campaigns and collaborations with global brands including Nike, adidas, and Puma across major tournaments and peak retail seasons.

Built Sports Endeavors' first multi-brand design system from the ground up.

About 08

Services

  • Creative direction and brand storytelling
  • E-commerce UX and conversion design
  • Design systems and component libraries
  • Global brand collaborations and campaign launches

About 08

Systems

To take the friction out of daily production, I also build the tools my teams run on:

  • One asset library: Holds every approved photo, spin, version, and decision in one searchable place.
  • Self-serve team tools: Lets email, blog, and social teams build their own assets in minutes.
  • Creative intelligence hubs: Connects live product data, calendars, and campaign status on one screen.
  • Safe code for designers: Production-checked HTML blocks that non-coding designers can ship to the site without breaking layouts or speed.

Creative Intelligence

Most teams don't have a talent problem. They have a memory problem. Brand rules live in PDFs nobody opens, product truth lives in spreadsheets, and decisions get remade in chat every morning.

Creative intelligence puts the rules, the live data, and the quality checks directly inside the tools your team already uses, so every person and every AI works from the same truth automatically.

Theory8

I live in Victoria, BC, and work with teams across North America and Europe. A self-confessed empathic nerd, I love solving messy problems. I'm dyslexic, which is why everything I build is plain, visual, and short.

Through my consultancy, Theory8, I help other businesses build this same system so the repetitive parts run themselves.