A homeware manufacturer with genuinely good products and a website that made them look like a commodity supplier.
01
Everything was photographed on white and listed in a table. The products are made well and the finish is the whole argument, and none of that survived a spec sheet layout.
The team also could not describe what they wanted, which is normal. What they could do was point at things they liked and say why — so that is what the first session was built around.
02
We led with material. Large photography, generous space, and a product page that opens on the object rather than on a table of dimensions — the numbers are still there, they are just no longer the pitch.
The range was regrouped by use rather than by manufacturing category, which is how a buyer thinks and is not how the factory thinks.
03
A small Next.js build with the product range in the CMS, so a new line is entered once and appears everywhere it belongs. Images are resized and converted on upload.
Because photography carries the whole site, the image pipeline got the most attention: explicit dimensions everywhere, modern formats, and lazy loading below the fold.
Indicative figures — replaced with the client’s own analytics once supplied.
We came with a vague idea and left the first call with a scope we could actually approve. The site looks like the products we make.
