CONCEPT STUDY · 01
CUSTOM CABINETRY · SPRING, TX
A concept study. Marlow & Sons Cabinetry is an invented Houston business, used to show how the work runs end to end — not a client engagement.
A cabinet shop whose website opened with its own history and hid the quote button three clicks deep.
The business was busy but invisible online. Referrals kept it alive; the website actively worked against it. Four things showed up immediately:
I started with the same 5-minute audit I offer free: walk the site as a first-time visitor on a phone, note every point of friction, and rank them by how much revenue they touch. Messaging and mobile quote flow came out on top; the logo was third.
One logo system with proper small-size and single-colour variants, a two-typeface pairing, and a tight colour set with real contrast rules. Enough of a system to stay consistent, not so much that nobody follows it.
The homepage now leads with what the business does, who it does it for and where. Each service page answers the question that brings people there, then makes the next step obvious. Layout was designed around that copy, not the other way round.
Designed at 360px first and scaled up. A short quote form above the fold, tap-to-call in the header, and no interstitial that hides the primary action on small screens.
Shipped on a modern no-code / AI-assisted stack with forms, analytics and SEO basics wired up, plus a walkthrough so the owner can update copy without calling me.
Described in what changes, not in invented statistics. Performance numbers belong to real named projects — when a client shares theirs, they will appear here with their permission.
Site, invoices, truck decals and social profiles finally use the same mark, type and colours.
The primary action is visible on the first screen on mobile, and completing it takes seconds rather than a scroll hunt.
Each service has its own page with its own title, description and clear intent — so it can be found and shared on its own.
Copy edits, new services and new photos no longer require a developer.
A twelve-person studio whose best work lived in a 40MB PDF and whose website led with an About page.
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