Palmer Custom Builders

Branding • Web design • UX design • Print collateral

With over 30 years of diversified experience in the custom homebuilding and remodeling business, Palmer Custom Builders came seeking a new brand to reflect its quality and integrity.

Palmer Custom Builders logo + swatches
Read Project description

Designed to instill confidence, quality and trust

The client wanted the logo to be simple, memorable and instill confidence. After doing extensive research on important symbolism in architecture and carpentry, I settled on the triangle to embody the “Vitruvian triad”.

This total brand overhaul included new business cards, letterhead, yard signs, check and address labels, email signatures and a WordPress website with 250+ pages. The website features detailed service pages, an active blog and an extensive idea gallery with custom home inspiration. This client went on to publish a book about the remodeling and construction industry, and I was able to design a book cover to match their brand.

Palmer Custom Builders has been such a longstanding client that I was also able recently to be part of its brand refresh, offering an updated version of the logo with new fonts and colors as well as static designs for a more modern website. As design is ever-evolving, it was exciting to see this brand through more than one iteration. Click here to see the brand in its latest form!

Both the initial website redesign and the brand refresh were a collaborate effort with a project manager and an SEO specialist.

Palmer Custom Builders letterhead
Palmer Custom Builders book cover

Website redesign

Problems with old site

  • Outdated design (not mobile responsive)
  • Lack of hierarchy or obvious call-to-action
  • Unintuitive site structure; difficult to navigate
  • Not ranking competitively for SEO
  • Challenging for client to make site updates


  • Restructure site map for better UX
  • Move to WordPress for easy updates
  • Design for mobile-first
  • Prioritize conversions: prominent contact page
  • Set titles/keywords for SEO
Palmer Custom Builders old site

Proposed site map

254 pages total

Palmer Custom Builders sitemap

Low-fidelity designs

Palmer Custom Builders low-fidelity designs

High fidelity site prototype

Palmer Custom Builders mockups

Live website | Results

  • Within one full month following the new site’s launch, contact form submission conversion rates had increased by nearly 150%.
  • The improved site structure and targeted marketing efforts brought more relevant users to the site.
  • The clear layout and CTA buttons enabled potential clients to better connect with Palmer Custom Builders.
Palmer Custom Builders website

Brand + website refresh

Palmer Custom Builders brand refresh
Palmer Custom Builders website brand refresh
Palmer Custom Builders brand refresh
Palmer Custom Builders brand refresh