FDN Site Redesign
FDN Site Redesign
Modernizing a legacy tech brand to reclaim its competitive edge.
Modernizing a legacy tech brand to reclaim its competitive edge.
ROLE
Brand & Web Designer
ASPECTS
Brand refresh & visual identity systems
Website redesign & page production
Stakeholder education and alignment
TIMELINE
Q4 2025
DELIVERABLES
Brand assets, live pages, style guide
TEAM
Joe Craddock
Project Manager
Kim Bernstein
Sales Strategy SME
Garrett Danielson
Senior Web Designer
Morgan Rock
Web Designer
CONTEXT
Five years later, FDN decides it's finally time to practice what it preaches
Five years later, FDN decides it's finally time to practice what it preaches
FurnitureDealer.Net (FDN) is a website solutions provider founded in 1996 that specializes in designing and managing high-quality websites for furniture retailers.
In Q4 2025, the company embarked on its first comprehensive brand and website refresh since 2020. I was selected to lead the creative direction of the refresh, working alongside the broader design team and in close collaboration with the CTO and Director of Sales to define the updated look and feel of the brand and determine how it would roll out across the company website and auxiliary materials including social media, email campaigns, and sales collateral.
The company website would be the centerpiece of the refresh and the most visible change to current and prospective clients. Once the direction of the redesign was approved, the broader design and engineering teams would take ownership of gradually rolling out the updates across all brand touchpoints.
FurnitureDealer.Net (FDN) is a website solutions provider founded in 1996 that specializes in designing and managing high-quality websites for furniture retailers.
In Q4 2025, the company embarked on its first comprehensive brand and website refresh since 2020. I was selected to lead the creative direction of the refresh, working alongside the broader design team and in close collaboration with the CTO and Director of Sales to define the updated look and feel of the brand and determine how it would roll out across the company website and auxiliary materials including social media, email campaigns, and sales collateral.
The company website would be the centerpiece of the refresh and the most visible change to current and prospective clients. Once the direction of the redesign was approved, the broader design and engineering teams would take ownership of gradually rolling out the updates across all brand touchpoints.
Recent client websites by FDN.
PROBLEM
A website struggling to live up to its name
A website struggling to live up to its name
FDN has built a strong reputation in the furniture industry over nearly three decades, but their outward brand presentation hadn't kept pace with the company's growth. By Q4 2025, the last meaningful update that had been made to their website dated back to 2020. In the years since, FDN had expanded their offerings, sharpened their design capabilities, and delivered significant results for clients. None of that progress was reflected on the website.
A substandard website is a credibility concern for any business, but for a website provider it's a more pointed problem. Whether intentional or not, FDN's website functions as a live demonstration of their capabilities in the eyes of prospective clients. And if that demonstration feels dated or unpolished, it risks undermining consumer confidence in the very services being pitched.
The brand and website were clearly due for a refresh.
FDN has built a strong reputation in the furniture industry over nearly three decades, but their outward brand presentation hadn't kept pace with the company's growth. By Q4 2025, the last meaningful update that had been made to their website dated back to 2020. In the years since, FDN had expanded their offerings, sharpened their design capabilities, and delivered significant results for clients. None of that progress was reflected on the website.
A substandard website is a credibility concern for any business, but for a website provider it's a more pointed problem. Whether intentional or not, FDN's website functions as a live demonstration of their capabilities in the eyes of prospective clients. And if that demonstration feels dated or unpolished, it risks undermining consumer confidence in the very services being pitched.
The brand and website were clearly due for a refresh.
Screenshot of FDN's old website homepage.
Screenshot of FDN's old website homepage.
PROJECT GOALS & SCOPE
Evolve the brand, keep the equity
Evolve the brand, keep the equity
The goals of the refresh were straightforward but required careful balance:
The goals of the refresh were straightforward but required careful balance:
Preserve brand continuity
Preserve brand continuity
The refresh needed to feel like a modernized evolution of the same company, not a reinvention of it. FDN's brand carries real credibility built over nearly three decades, and that equity needed to carry forward into the new presentation.
The refresh needed to feel like a modernized evolution of the same company, not a reinvention of it. FDN's brand carries real credibility built over nearly three decades, and that equity needed to carry forward into the new presentation.
Elevate the website to match the company's reputation
Elevate the website to match the company's reputation
The redesigned site needed to feel as professional, capable, and polished as the services FDN actually delivers, closing the gap between what clients heard about the company and what they found when they looked it up.
The redesigned site needed to feel as professional, capable, and polished as the services FDN actually delivers, closing the gap between what clients heard about the company and what they found when they looked it up.
Update and sharpen the messaging
Update and sharpen the messaging
The site's copy and content needed a thorough audit to ensure it accurately and compellingly represented the full scope of FDN's current offerings and results.
The site's copy and content needed a thorough audit to ensure it accurately and compellingly represented the full scope of FDN's current offerings and results.
Improve navigation and information architecture
Improve navigation and information architecture
The existing homepage offered very little in the way of navigational signposting, making it difficult for visitors to find what they were looking for and leaving the impression that the company had less to offer than it actually did. This would need to be fixed, too.
The existing homepage offered very little in the way of navigational signposting, making it difficult for visitors to find what they were looking for and leaving the impression that the company had less to offer than it actually did. This would need to be fixed, too.
CHALLENGES & CONSTRAINTS
Balancing ambition with reality on every front
Balancing ambition with reality on every front
This project's constraints were as much about people and process as they were about tools and resources:
This project's constraints were as much about people and process as they were about tools and resources:
Educating and aligning stakeholders
Educating and aligning stakeholders
Key stakeholders had limited familiarity with modern web design principles and were skeptical of unfamiliar changes. Getting everyone on board required building a clear, accessible case for every design decision, not just making the decisions and moving on.
Key stakeholders had limited familiarity with modern web design principles and were skeptical of unfamiliar changes. Getting everyone on board required building a clear, accessible case for every design decision, not just making the decisions and moving on.
Designing within the bounds of Rodeo and limited engineering resources
Designing within the bounds of Rodeo and limited engineering resources
The site redesign would be built in Rodeo, FDN's proprietary web builder, which lacked many capabilities found in mainstream modern web platforms. Adding new functionality was technically expensive and disruptive, so every design decision had to pass a practical test: can this be built as-is, and if not, is it worth the cost to build?
The site redesign would be built in Rodeo, FDN's proprietary web builder, which lacked many capabilities found in mainstream modern web platforms. Adding new functionality was technically expensive and disruptive, so every design decision had to pass a practical test: can this be built as-is, and if not, is it worth the cost to build?
Lean research infrastructure
Lean research infrastructure
With no formal research budget, direct access to clients wasn't possible on this project. I gathered insights through desk research and SME interviews to identify the information prospective clients would care most about, and designed the site's messaging and structure around those findings.
With no formal research budget, direct access to clients wasn't possible on this project. I gathered insights through desk research and SME interviews to identify the information prospective clients would care most about, and designed the site's messaging and structure around those findings.
RESEARCH & DESIGN PROCESS
Research, educate, align, and build
Research, educate, align, and build
Research & Benchmarking
Research & Benchmarking
The design team and I kicked off the project with a thorough review of the current homepage, identifying what needed to carry over into the redesign, where the experience was falling short, and where there was room to improve.
The design team and I kicked off the project with a thorough review of the current homepage, identifying what needed to carry over into the redesign, where the experience was falling short, and where there was room to improve.
Annotating pain points in the old FDN homepage.
Annotating pain points in the old FDN homepage.
From there, we collaborated with the CTO to align on a general direction for the refresh. We agreed early on that the new site should reflect the visual conventions of modern SaaS websites, so I conducted desk research and benchmarking across both the website provider space and adjacent industries, compiling a curated collection of strong website examples that we reviewed together to identify what resonated and what didn't for our context.
From there, we collaborated with the CTO to align on a general direction for the refresh. We agreed early on that the new site should reflect the visual conventions of modern SaaS websites, so I conducted desk research and benchmarking across both the website provider space and adjacent industries, compiling a curated collection of strong website examples that we reviewed together to identify what resonated and what didn't for our context.
Some SaaS sites included in competitive analysis and benchmarking stage.
In parallel, I met with the Director of Sales to get a clearer picture of the company's current offerings, the messaging that would resonate most with prospective clients, and the priorities the company wanted to lead with, giving me the context I needed to determine what content should anchor the homepage.
In parallel, I met with the Director of Sales to get a clearer picture of the company's current offerings, the messaging that would resonate most with prospective clients, and the priorities the company wanted to lead with, giving me the context I needed to determine what content should anchor the homepage.
Early Design Exploration & Educating Stakeholders
Early Design Exploration & Educating Stakeholders
With a clear direction in mind, I moved into homepage mockup explorations to use as a validation point with the broader project team. As I worked through iterations I took mental note of deviations from the original design in color, typography, copy tone, and imagery so I could consolidate those changes into a formalized style guide later on. The design team stayed closely in the loop throughout and feedback from colleagues was consistently positive.
With a clear direction in mind, I moved into homepage mockup explorations to use as a validation point with the broader project team. As I worked through iterations I took mental note of deviations from the original design in color, typography, copy tone, and imagery so I could consolidate those changes into a formalized style guide later on. The design team stayed closely in the loop throughout and feedback from colleagues was consistently positive.
Initial iterations of FDN homepage redesign.
Initial iterations of FDN homepage redesign.
That support was encouraging, but it became clear via internal discussions that broader stakeholder approval would require more than a strong mockup. In response, I put together a slide deck breaking down the reasoning behind my design decisions, covering things like color psychology, core design principles, UX heuristics, eye-scanning patterns, and competitive analysis. Presenting this to key stakeholders proved to be one of the most effective things I did on the project, giving them the context they needed to genuinely understand and support the new direction rather than simply sign off on it.
That support was encouraging, but it became clear via internal discussions that broader stakeholder approval would require more than a strong mockup. In response, I put together a slide deck breaking down the reasoning behind my design decisions, covering things like color psychology, core design principles, UX heuristics, eye-scanning patterns, and competitive analysis. Presenting this to key stakeholders proved to be one of the most effective things I did on the project, giving them the context they needed to genuinely understand and support the new direction rather than simply sign off on it.
Additional Design Exploration & Stress-Testing
Additional Design Exploration & Stress-Testing
After a few rounds of minor tweaks based on stakeholder feedback the general direction was approved. The design team and I then advocated for a round of stress-testing before moving into production.
After a few rounds of minor tweaks based on stakeholder feedback the general direction was approved. The design team and I then advocated for a round of stress-testing before moving into production.
Approved iteration of FDN homepage redesign.
Approved iteration of FDN homepage redesign.
We explored how the new visual system would hold up across different page types, layouts, and edge cases, ironing out ambiguities in the design guidelines and giving the whole team the confidence necessary to lock in the direction and start building.
We explored how the new visual system would hold up across different page types, layouts, and edge cases, ironing out ambiguities in the design guidelines and giving the whole team the confidence necessary to lock in the direction and start building.
Brand & Web Design Standards Documentation
Brand & Web Design Standards Documentation
Lastly, before moving into production, the design team and I compiled the decisions made throughout the design process into a comprehensive brand and web design style guide. This document established the rules and structures underpinning the new direction, giving everyone involved in the rollout a shared reference point for how to implement the refresh consistently across all touchpoints.
Lastly, before moving into production, the design team and I compiled the decisions made throughout the design process into a comprehensive brand and web design style guide. This document established the rules and structures underpinning the new direction, giving everyone involved in the rollout a shared reference point for how to implement the refresh consistently across all touchpoints.
High-level overview of the style guidelines for the website and brand refresh.
Production & Rollout
Production & Rollout
With the groundwork in place, the design team and I began rolling out the new direction across the website, social media, sales collateral, and email communications.
I personally built out several updated pages in Rodeo and contributed to a library of branded block templates to help the team scale production and maintain consistency without rebuilding the same patterns from scratch each time. As pages went live, positive feedback came in from across the company.
With the groundwork in place, the design team and I began rolling out the new direction across the website, social media, sales collateral, and email communications.
I personally built out several updated pages in Rodeo and contributed to a library of branded block templates to help the team scale production and maintain consistency without rebuilding the same patterns from scratch each time. As pages went live, positive feedback came in from across the company.
New pages created as part of the site redesign.
The rollout was always going to be a gradual process given the size of the team. We made solid progress before a surge of new client onboarding following the launch of the site redesign required my full attention, pulling me away from the project before I could see it through to completion. Others on the team have since continued to carry it forward.
The rollout was always going to be a gradual process given the size of the team. We made solid progress before a surge of new client onboarding following the launch of the site redesign required my full attention, pulling me away from the project before I could see it through to completion. Others on the team have since continued to carry it forward.
FINAL DELIVERABLES
A brand presence worthy of the company behind it
A brand presence worthy of the company behind it
Final deliverables for the refresh included homepage and key page redesign mockups, fully built and live website pages, a brand and web design standards document, a library of style-compliant block templates for Rodeo, and auxiliary branded materials including sales collateral and client-facing campaign emails.
Final deliverables for the refresh included homepage and key page redesign mockups, fully built and live website pages, a brand and web design standards document, a library of style-compliant block templates for Rodeo, and auxiliary branded materials including sales collateral and client-facing campaign emails.
REFLECTION & OUTCOMES
Real results and the value of bringing people with you
Real results and the value of bringing people with you
The brand and website refresh produced some tangible early results. In the months following launch, the sales team saw a significant surge in inbound leads, resulting in roughly a 200% increase in new clients signed in a single month, the most in company history. Whether that momentum proves sustainable will depend on broader market conditions and competitive factors, but as an early signal it was encouraging.
The brand and website refresh produced some tangible early results. In the months following launch, the sales team saw a significant surge in inbound leads, resulting in roughly a 200% increase in new clients signed in a single month, the most in company history. Whether that momentum proves sustainable will depend on broader market conditions and competitive factors, but as an early signal it was encouraging.
Reflection
Reflection
The biggest lesson I took away from this project was the value of not assuming that everyone understands design. Stakeholders who initially pushed back on the direction weren't being difficult, they just didn't have the context to evaluate what they were looking at. Taking the time to educate them, breaking down the reasoning behind decisions in terms anyone could follow, helped ease their apprehension into genuine buy-in.
Non-designers can feel sidelined or defensive when design choices are presented without explanation. Bringing them into the thinking and giving them a peek behind the curtain does more for team alignment and stakeholder trust than almost anything else I've found.
The biggest lesson I took away from this project was the value of not assuming that everyone understands design. Stakeholders who initially pushed back on the direction weren't being difficult, they just didn't have the context to evaluate what they were looking at. Taking the time to educate them, breaking down the reasoning behind decisions in terms anyone could follow, helped ease their apprehension into genuine buy-in.
Non-designers can feel sidelined or defensive when design choices are presented without explanation. Bringing them into the thinking and giving them a peek behind the curtain does more for team alignment and stakeholder trust than almost anything else I've found.
