Braxton Culler
The Problem
Braxton Culler, a premium furniture manufacturer known for their custom upholstery and coastal designs, needed a website that reflected their evolution into a more upscale, transitional brand. Their existing site failed to showcase their extensive customization capabilities and didn't align with their positioning as a high-end, sophisticated furniture manufacturer.
My Process
Discovery
Conducted in-depth interviews with the client's ecommerce operations manager to understand what wasn't working about their current site and what the brand was trying to become.
Strategy
Identified early that this wasn't a platform migration, it was a brand repositioning. Built the project plan around that distinction, which shaped decisions about design, messaging, and navigation throughout.
Design
Went with a clean, light aesthetic that gets out of the way and lets the product photography do the talking. Typography and layout choices were made to feel high-end without being heavy-handed.
Development
Collaborated with my team to build out product browsing, category filtering, and I designed key landing pages that highlighted the product customization possibilities as well as the company legacy.
Planning & Scaffolding
Results
- Their internal team said the new site finally looks like where the brand is headed, calling it modern and professional in a way their old site never achieved, giving Braxton Culler a more elevated online presence that better matches their in-store experience and price point.
- The fabric and finish browsing experience became one of the most-visited sections of the site, with customers specifically praising how easy it is to search and sort. Our data showed users averaging 5 minutes per session and a 67-72% engagement rate.
- Launched a catalog of 800+ items across living, dining, bedroom, outdoor, and accent categories, structured to serve both retail shoppers and wholesale buyers without feeling cluttered or overwhelming to browse.
- The client liked the website design so much that they commissioned me to design Braxton Culler's High Point Market invitations, extending our partnership beyond the site and into the brand's broader print and event materials.
Client Feedback
Rated 5 out of 5 stars
“Garrett is so talented. His page design was incredible — our site is absolutely beautiful, and he achieved this with minimal direction. He really brought our vision to life and made our brand look modern and professional online. The team loves the look and feel of the new website because it gives our brand a completely fresh image. What's even more impressive is that his design was so well thought out that we've barely had to make any updates since launch.”
