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.
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.
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- Outdated design (not mobile responsive)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
Goals/Solutions
- 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
Proposed site map
254 pages total
Low-fidelity designs
High fidelity site prototype
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.
Brand + website refresh
