Lethal Digital score a Finalist at 2026 Australian Web Awards in Retail & eCommerce

Lethal Digital has been named a finalist in the Retail & eCommerce category at the 2026 Australian Web Awards, recognising their standout work on the Shopify website for Bossy by Boston.

The project centred on a clear but nuanced brief: elevate the much-loved sighthound brand into its next chapter without losing the charm, community, and cheeky personality that built its cult following.

Lethal Digital delivered a comprehensive brand transformation for Bossy by Boston, spanning a new logo, refined brand identity, distinct tone of voice, email strategy and a fully customised Shopify website. The result is a digital experience that feels as thoughtful, stylish, and playful as the hounds who inspired it.

With a fiercely loyal customer base at its core, the challenge was to strike the perfect balance between premium design and personality-driven storytelling. From Boston’s signature sassy one-liners to a cohesive suite of email flows and custom sticker designs, every touchpoint was crafted to strengthen emotional connection while elevating the brand’s visual presence.

The new platform not only enhances the shopping experience but also reinforces Bossy by Boston’s identity as a fashion-forward, community-driven brand—equally at home on the runway as it is at the dog park.

Being recognised as a finalist at the Australian Web Awards highlights Lethal Digital’s commitment to creating distinctive, high-performing eCommerce experiences that resonate deeply with audiences.

For more information, click here.