Story
Tile Collection
into a
Turning
CONTEXT
A growing tile brand was gradually shifting its focus from primarily serving homeowners to start targeting commercial projects. To effectively match this change in direction, they planned to redesign their website, aiming to showcase their new, more sophisticated, and higher-end image.
IDENTIFIED OPPORTUNITIES
A key opportunity was to showcase the unique “Chapters” collections, inspired by the founders' love of reading. Previously unhighlighted, the redesign transformed the generic catalog into distinct stories for each Chapter, setting the collections apart.
ROLE
Served in a hybrid role as UX Consultant and Project Manager, leading the website redesign while also managing the marketing team graphics, content, and social media.
PROCESS
▪️
PROCESS ▪️
Conducted product and content audit to align brand voice and tone.
Led a competitive analysis to benchmark against high-end tile brand
Transformed the “Chapters” concept into the core storytelling framework, ensuring each collection had its own narrative and visual identity.
Integrated a unique flipping feature that distinguished the digital catalog experience from competitors:
Coordinated room scenes and marketing content to elevate the brand’s visual presence across web, print, and social channels
Aligned website launch with a major trade show, coordinating across marketing and development to ensure a cohesive brand rollout.
Impact
Increased client engagement, with positive feedback from trade show attendees and long-term clients.
Boosted social media performance by tying digital campaigns to the new brand narrative.
Strengthened the company’s positioning as a premium tile brand with a distinct story