Special Woods

Project context

Special Woods sells burnt wood products and needed a modern website that clearly communicates the brand and offering, while using strong visuals to build trust and interest. In addition, the brand needed consistent Instagram content to support visibility and reinforce the same look and feel beyond the website.

My role

I owned the project end-to-end: designing the website in Figma, building it in Squarespace, and creating/structuring the content needed to support launch. I also supported the brand with Instagram content, ensuring a consistent visual identity across channels. I collaborated with a photographer and two stakeholders to align on direction and priorities.

Challenge

Create a polished, brand-consistent website with clear product discovery and a strong visual story—while working with limited starting content, keeping everything maintainable in Squarespace, and extending consistency into Instagram content.

What I did

• Defined the website structure and navigation to support quick product understanding and discovery

• Designed responsive UI layouts in Figma for all pages

• Built the full website in Squarespace (desktop + mobile)

• Created and structured content to support the brand story and product presentation (sections, hierarchy, and page flow)

• Collaborated with the photographer to ensure imagery supported the experience and felt cohesive across pages

• Created Instagram content aligned with the website’s visual direction (consistent hierarchy, spacing, and brand feel)

Key decisions

• Clarity-first product presentation: Prioritized a straightforward page flow that explains the offering quickly and reduces hesitation.

• Visual storytelling as a primary driver: Used photography-led sections and strong hierarchy to communicate quality and build trust.

• Cross-channel consistency: Kept the same visual logic across website and Instagram content to strengthen recognition and brand cohesion.

Collaboration

Partnered with two stakeholders to align on priorities and review feedback. Worked closely with the photographer to select and place imagery effectively, ensuring a consistent visual language across the website and social content.

Result

A clean, responsive Squarespace website that presents Special Woods clearly and professionally—combined with consistent Instagram content that reinforces the brand’s visual identity across channels.