website design

“Great web design without functionality is like a sports car with no engine.” — Paul Cookson

A website is a crucial tool for all businesses. It serves as a digital storefront, showcasing your brand, mission, and offerings. The internet is not going away anytime soon, either.

Carina Boutique’s team reached out to me to makeover their previous website. It was very simple- a landing page with a bunch of text. A few photos. Lots of dead links. And it was outdated across the board— from the information presented to the design elements. I knew right away this would be an exciting project for not only the client, but for myself, as well.

As an existing, successful, small business, Carina Boutique already had a logo that they did not want to change. The file provided to me was pixelated and needed some real TLC. As the client did not have the original files, it was up to me to rejuvenate it. I got working with my pen tool and was able to recreate their logo, giving it new life (and crisp lines!).

From here, I had a basic understanding of the aesthetic of the brand. But what about the brand itself? I chatted with the client to gain a better understanding of who they want to see in their store and why. What events are they celebrating, and for whom? What sets Carina Boutique apart from other dress shops? Why should someone travel from Manhattan or Brooklyn, instead of choosing a more local shop?

Carina Boutique is elegant. It is charming. It is small, but not too small. It offers a personal touch. It aims to make every event special. Their attire is timeless and sophisticated, while also trendy and playful. And while mostly aimed at women, there’s something for everyone— men, children, and infants included.

My goals with this website redesign project were to:

• increase brand awareness

• bring a modern feel to their online presence

• increase accessibility

• differentiate Carina Boutique from competitors

With this redesign, we switched over from Wix to Squarespace. We did this for ease of use on the client side, as they wanted to be able to make edits down the line. Squarespace was the perfect fit in this situation, as it met all the needs of the business. And with room to grow, there are endless possibilities, from email newsletters to e-commerce to blogs and more.

Creating this site was a rewarding challenge. I typically design the visual aspects of sites to be handed off to a developer. Here, I served in all roles— experimenting with CSS in the back-end, and carefully placing and sizing elements on the front-end. Of course, my copywriting skills always come in handy when working on a website. I conducted in-depth keyword research and implemented on-page SEO across the site. I also studied competitors and the brands they carry to provide insight as I worked.

The end result of this project was a stunning, functional, and responsive website the client is incredibly proud of. Together, we brought their online presence into the 21st century in a truly beautiful way. And not only is the client raving, but their clients are, too— they reported receiving tons of compliments after launch, and even moved to a new location to support the influx of business!

It was a privilege to work with this small business and help bring their vision to life. Thank you to Carina Boutique for the opportunity!