Buttonwood | Site Redesign

Buttonwood Site Redesign

Client: Buttonwood
Role: Creative Direction / Visual Design


The main objective of the site redesign was to increase brand awareness, and enhance usually and functionality. With a fresh url and visual overhaul, the new site aimed for ease of use, faster loading times and more personalized access to deeper, richer content. As Creative Director I was tasked with research, design, development and launch.



Having clearly defined our target audience, we defined site goals and design changes based on customer needs, our visual identity guidelines, and business objectives. Our customers needed a quick way to find inspiration and guidance, not only for creativity but for the process itself.  The new site provides categorized examples of past work and a page dedicated to way the our design process flows. The previous site had no clear organizational structure for design examples. The new version of the work section was completely rethought from the ground up to provide cross referenced images and a greater depth of inspiration. Video and motion graphics were also employed to offer greater understanding and a better experience.


Our web site visits have increased by 311% and post views are up by 36%. The site is designed to work well on a smart phone, a tablet or a desktop, enabling customers access at anytime and in any place. Connectivity is encouraged throughout the site with e-mail, phone and social media channels within easy reach.  Customers can also set-up accounts to save favorite designs and message customer service representatives. I wrote a lexicon full of industry terms to help engage clients and asset them in understanding common terminology.

The site was designed as an interactive catalogue full of bright color and clean imagery.  Thousands of photos had to taken, edited and categorized to align with brand standards and site objectives. The whole process took several months and was delivered on schedule and under budget. A new url was chosen in alignment with the new brand identity, it was changed from buttonwoodmementos.com to hellobuttonwood.com.  The new url sounds friendlier and is also much shorter and easier to understand.

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