CASE 01

Stonecraft Group

I led the digital repositioning of a sustainability-focused real estate brand by designing a dual-layered experience balancing conversion, performance, and emotional storytelling.

ROLE

Lead Product Designer

SERVICES

Strategy, Branding, Design, Dev

YEAR

2024 — 2025

LINK

Website

OVERVIEW

Stonecraft's website was costing them sales. Poor information architecture, an outdated visual language, and zero sustainability narrative meant serious buyers went elsewhere while spam bots and casual browsers flooded the sales team with noise. I redesigned the digital experience as two connected platforms, one built for clarity and conversion, one for emotional immersion, and qualified leads increased 25% in six months.

Stonecraft’s website was costing them sales. Poor information architecture, an outdated visual language, and zero sustainability narrative meant serious buyers went elsewhere while spam bots and casual browsers flooded the sales team with noise. I redesigned the digital experience as two connected platforms, one built for clarity and conversion, one for emotional immersion, and qualified leads increased 25% in six months.

01 — THE CHALLENGE

The Cracks Beneath the Surface

Stonecraft's work was world-class, but the website told a different story. Outdated visuals, scattered project information, and no trace of their sustainability vision meant serious buyers couldn't find what they needed and left. Casual browsers submitted forms just to get basic answers, flooding the sales team with noise. A vast range of projects across different ticket sizes made this harder. Two very different audiences. One broken experience trying to serve both.

02 — THE APPROACH

The Strategy Behind the Split

The reframe came from the sales team. The real problem wasn't visual outdatedness or form length. Two fundamentally different audiences were being forced through the same experience. Utility-focused buyers needed speed, clarity, and trust. Premium buyers needed emotional immersion and a genuine feel for the sustainability vision.

Serving both with one approach meant neither was optimized.

So I separated conversion from storytelling entirely. One platform for clarity and lead generation. One for cinematic, scroll-driven storytelling for users who were ready to feel the brand.

03 — THE SOLUTION

Where Strategy Became Experience

The core platform was built for clarity and speed, surfacing project details, amenities, and location without form gates. Restrained, nature-centric, and deliberately unhurried, built for corporate employees, first-time buyers, and senior living customers who needed trust above everything else.

The Webflow layer was built for Stonecraft's ultra-HNI segment. Cinematic pacing, scroll-driven narrative, and atmospheric transitions made the sustainability vision something you could actually feel, reached through contextual entry points when buyers were ready.

Same brand. Two conversations. Two completely different buyers.

03 — THE OUTCOME

The Numbers That Mattered

Qualified leads increased 25% in the first six months. But the real insight came from the analytics infrastructure that hadn't existed before. During paid campaigns, 75,000 monthly visitors averaged 15 seconds on site. 900 organic visitors averaged 1 minute 15 seconds.

25%

Increase in qualified leads in the first six months

1:15 min

Average engagement time on the website

Increase in organic engagement time

NEXT PROJECT

Cacaocraft →

Stonecraft Group

Stonecraft Group

Let’s build something worth shipping.

Let’s build something worth shipping.

Let’s build something worth shipping.