CA Phoenix Ltd
Website Redesign
2019
Role
Design Lead
Services
Web Design · UX/UI · Visual Design · Design QA
CA Phoenix Ltd. is a custom furniture manufacturer specializing in handcrafted pieces for hotels, resorts, restaurants, and other hospitality spaces. They came to Explore Digital looking for a new website to introduce their company, communicate their capabilities, and showcase their work.
The Challenge
Establishing the right creative direction
The project began with several homepage concepts developed by the design team. While the initial directions provided a starting point, they weren't resonating with the client.
The challenge was to explore a new visual approach that better aligned with CA Phoenix's vision, creating a polished and compelling digital presence for a business built around custom craftsmanship and hospitality work.
My Role
Led the design team throughout the website design process.
Collaborated with designers to develop initial homepage concepts and reviewed their work throughout the project.
Stepped in hands-on to explore alternative creative directions when the initial concepts weren't resonating with the client.
Guided the team through the remaining page designs, maintaining consistency with the approved visual direction.
Provided design QA during development to ensure the final build matched the approved designs.
Key Decisions
01. Find a visual direction that felt right
The initial concepts weren't resonating, so the project needed a stronger creative direction – one that better reflected the quality and craftsmanship of CA Phoenix's work.
02. Let the work lead the experience
The website needed to showcase CA Phoenix's furniture and hospitality projects without letting the design compete with the work itself. The visual approach needed to give the photography and craftsmanship room to speak for themselves.
03. Create a direction the team could build on
Once the visual direction was established, the remaining pages needed to feel cohesive without becoming repetitive. The project needed a clear enough system to guide the team while still allowing individual pages and content to have their own character.
Design Solutions
A more editorial approach
When the initial concepts weren't resonating, I stepped in to explore new visual directions and establish a more refined, editorial approach to the experience. The design gave the site a stronger point of view while allowing the quality and craftsmanship of the work to remain the focus.
Designing around the work
I developed layouts and visual treatments that gave the furniture and hospitality projects room to speak for themselves. The experience used imagery, scale, spacing, and composition to create a more immersive way of exploring the work.
Carrying the details through
Once the visual approach was established, I guided the remaining page designs and worked with the team to carry the direction consistently across the experience. I also stayed involved through design QA to ensure the final implementation maintained the intended level of detail and quality.
Impact
A stronger creative direction for CA Phoenix Ltd.
Established a new visual direction that better reflected the quality and craftsmanship of CA Phoenix's work.
Created a clearer creative foundation for the team to carry through the remaining pages.
Developed a more cohesive and editorial experience centered around the company's work.
Helped bring the project to a client-approved design direction.
Maintained visual quality and consistency through design QA and implementation.
Quantitative performance outcomes were not provided.