Project showcase
Homepage excerpt
A consistent grid connected different areas of the site
Initially, Smartdesign NYC’s branding was limited to a logo. To develop a set of visual guidelines from it, I began by researching the company's audience (homeowners, restaurants, art galleries) and conducting competitor analysis. This gave me insight into how key market players used their projects' imagery as a central component of their brand, which itself often served as a more neutral background so that the work could gain prominence.
With that in mind, I decided for a minimalistic approach, pairing large, visually engaging project photography with ample white space and bold typography. This combination allowed me to create the narrative that connected the company’s unique portfolio, values, and methods as seamlessly intertwined.
Services page
Featured projects on the homepage
To effectively implement SEO and organic growth strategies, the website required dedicated pages for portfolio projects, service offerings, and published articles. Through an iterative design process working closely with the client, I created a sitemap and content hierarchy, defining the paths guiding visitors from initial exploration to reaching out.
The homepage introduced the website’s sections and internal pages, allowing visitors to quickly gain an overview and then drill down into the aspects most relevant to them. To enable team members to independently manage and update the site, I developed it as a user-friendly CMS theme, using custom blocks that could be reassembled as different pages.
Early version of homepage layout