A studio-store that needed a new home online
Brand strategy and website design for Display Only — a studio and store run by two designers, where handcrafted objects and the process behind them share equal space.
Industry
Craft & furniture
Services
Brand Strategy, Website Design
The challenge
Display Only had everything that makes a brand compelling: a clear point of view, beautiful objects, and two makers with an unbelievable amount of passion. What they didn't have was a digital home that could hold it all together. Their existing online presence felt generic, disconnected from the intimacy and sense of discovery that defined the physical store.
The approach
We started with brand strategy, working through purpose, positioning, values, audience, and tone of voice before touching a single visual. The goal was to give every subsequent decision a reason to exist. From there, the website was designed to translate the experience of the physical studio-store into something that worked online: unhurried, tactile, and honest about how everything is made. Competitor analysis and USP definition shaped the commercial framing — making clear why Display Only is worth choosing over a mass-produced alternative.
Key design decisions
Four design pillars were developed to translate Display Only's values into tangible visual direction, guiding decisions on typography, imagery, layout, and tone. The site was built to balance storytelling with commerce, editorial enough to invite curiosity, functional enough to convert. Made-to-order logic was woven into the product experience, reinforcing the handcrafted message at every touchpoint rather than treating it as a footnote.
The outcome
Display Only launched with a brand and website that felt like an extension of the studio, not a compromise of it. The site gave them a single platform to manage both digital and in-store sales, something that had previously been tracked separately, bringing their whole business into one view and giving them clearer stock visibility across both channels.
Services delivered
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