The Challenge
The existing website didn’t reflect the premium nature of the brand or support users effectively in exploring products and commissioning bespoke pieces.
- Lack of a clear, consistent brand identity
- Product presentation didn’t convey craftsmanship or quality
- Navigation made it difficult to explore collections
- Limited storytelling around materials, process, and design
This created a disconnect between the studio’s high-end offering and its digital presence.
Our Approach
We focused on elevating perception, improving usability, and putting the product at the centre of the experience.
- Brand & Visual Direction
We refined the visual identity to better reflect the studio’s premium positioning, using a minimal design language, considered typography, and a neutral palette that allows the furniture to take focus. - User Experience & Structure
We reworked the site architecture to create clearer user journeys, simplifying navigation and improving content hierarchy so users can easily explore collections and enquire about bespoke pieces. - Product-Led Design & Build
We designed around high-quality imagery and clean layouts to showcase craftsmanship, supported by a fully bespoke WordPress build with a flexible, modular CMS for ongoing content management.
The Result
The new website brings the digital experience in line with the quality and craftsmanship of Adam Williams Design’s work. The brand now presents with a clearer premium positioning, supported by improved usability, more intuitive navigation, and stronger product storytelling. The result is a considered, high-end online presence that not only showcases the furniture more effectively but also provides a flexible platform for the business to grow and evolve.
