Create brand and website for cool master carpenter and bespoke furniture & construction brand

Wood

Constructions & Renovations | Carpentry & Joinery

Creating this brief on behalf of a young (ish, 34) Master Carpenter and Joiner based in the south east of the UK who builds bespoke kitchens, wardrobes and furniture, as well as staircases and structural building work like loft conversions and extensions. I also manage larger projects like full house renovations and have a network of builders and trades people that I have hand selected over the years that I bring in to do jobs.

My key demographic is young professional homeowners (27-45) in and around south London and Surrey. They have a strong sense of style and taste, are ambitious in their renovation projects – taking on loft conversions and basement conversions and often overhaul their entire property at once. They research extensively and will often use platforms like Pinterest and design blogs to narrow down a vision for their home and expect to be able to work with me to make their ideas work for their space, taste, needs and budgets.

Often bespoke kitchen and carpentry companies are fairly formal and classic in their branding and seem to be targeting the older/grey market – the imagery they feature is from very large houses in the home counties and they look (and are) very expensive, working on top of the range projects. Whereas we’d like to continue to target and attract the young professional market, with a mid-range budget, but still have money to spend, a strong sense of style and know what they want.

I feel there is an opportunity to ride on the current trend for / lean towards artisan / bespoke / craftsmanship and hope that can be brought to life in the branding and website. I believe one of my USPs is that I am a Master Carpenter and Joiner, having studied to that level (rather than just carpentry) and I am also not just technical but artistic and visual - working in partnership with the client to take their brief and create something that is a balance of function, using the space as wisely as possible as well as being visually beautiful and inline with their specific taste and look of their property.

This list describes in a nut shell what we offer:
''Master Craftsman for your renovations, loft conversions, extensions and bespoke furniture and kitchens.''

I am currently gathering professional imagery of work I have done in the past that can be used in a gallery on the website - but do not have this ready at this stage.

Homepage: Large image (perhaps moving gallery) define who we are and what we do

Passed projects: gallery of images easy to scroll through, enlarge and with good amount of room for notes (perhaps that look handwritten and informal) that describes what each image entailed etc (for example 'A bespoke staircase built for a victorian property in Southfields to connect to the newly excavated basement to the ground floor. Designed inline with the age of the property and painted in Farrow and Ball's Railings).

About Us: talks about specific tradesman, qualifications and what they do - friendly and relaxed intro with image of each person (x2 people to start with, and room to add more)

Contact us page: contact number and enquiry box

Very clear call to actions: Each page either has a contact number and an enquiry box OR clear click through to the above contact us page