Forden & Co
The Problem
Forden & Co had a brand and website that didn't reflect the caliber of work they were producing or the clients they wanted to attract. The challenge was building a refined visual identity and a high-performing Squarespace site that could position them as a premium choice in the Hamptons luxury market, showcase high-resolution project photography, and stay easy for the client to manage long-term.
My Process
Discovery
Reviewed Forden's existing brand, project portfolio, and target audience alongside Hanna Creative's founder Roxanne to identify the gaps between how they were presenting and how they needed to be perceived.
Strategy
Identified two core priorities: a logo system that would work across variable header backgrounds without client upkeep, and a plan for handling high-resolution photography without hurting page performance.
Design
Drew visual direction from Forden's built work itself, translating material contrast, architectural geometry, and texture into typography, layout, and photo treatment throughout the site and print collateral.
Development
Built the full site in Squarespace with custom CSS solutions and solved load performance by researching, testing, and batch-processing the entire project photo library through an efficient image compression tool.
Results
- The finished site translates Forden's architectural craft into a visual language that speaks directly to high-end residential clients. Refined typography, deliberate layout, and treated photography work together to position the brand exactly where they want to be.
- Batch-compressing the full project photo library produced a 40 to 50 percent reduction in file sizes with no visible quality loss. The image-heavy site now loads quickly, keeping the photography working as a sales asset rather than a liability.
Client Feedback
Rated 5 out of 5 stars
“"It's a gift to work with Roxanne and her team not only because they are true artists (so creative and with such a particular vision) but because they are so on top of things (responsive, practical, smart). It is a combination hard to come by, but the absolute best. Anyone would be lucky to work with Hanna Creative."”
