A Fresh Foundation: Elevating Craft Architecture’s Brand & Client Experience
When architect Sam Williams of Craft Architecture reached out, he had a clear goal in mind: to make the backend of his business feel as thoughtful and professional as the homes he designs. Like many growing business owners, Sam had a lot of pieces working — website, proposals, social posts — but they weren’t streamlined. He was ready to level up.
We partnered on a multi-part project that helped transform his client experience, streamline his systems, and present his work more confidently across platforms.
A Project with Layers — Just Like a Good Renovation
From the beginning, this was more than a branding refresh. It was a strategic buildout across four key areas:
1. A Refined Process Guide
We started by structuring and designing a concise, visually clean guide to communicate Craft Architecture’s design process. The goal? To help prospective clients understand what to expect and how Sam works — reducing uncertainty and adding polish from the first touchpoint.
2. Online Proposal & Document Templates
Next, we designed and implemented reusable, branded templates for invoices, estimates, contracts, and proposals directly within Squarespace. With a quick onboarding tutorial, Sam now has editable tools he can update and send quickly — no clunky PDFs, no formatting stress.
“I’ve been talking about doing this for a long time... it just feels good. Like I’ve accomplished a lot for me.” — Sam, during one of our wrap-up meetings
3. Website Reorganization & Content Refresh
We restructured the site navigation to better reflect the Craft brand — introducing clear “Who We Are,” “What We Do,” and “How We Work” pages that guide visitors through Craft’s story, services, and approach. Case studies now highlight projects with concise write-ups and easy-to-browse galleries (including beautiful before-and-afters).
4. Social Media Template Suite
Finally, we created a series of Canva-based social templates Sam can easily reuse: testimonials, project collages, and design tips that help create visual consistency without needing to design from scratch each time. These assets give him a streamlined way to stay active on Instagram and Facebook — without spending hours planning every post.
From Disjointed to Seamless
One of the biggest wins from this project wasn’t just visual — it was operational. By setting up systems Sam can truly use, we freed up time for what matters most in his business: design, collaboration, and client relationships.
Final Touch: A Testimonial
“Now it just feels so much more legit... it’s just more robust than it was. It was serving its purpose, I guess, but this feels like the next step.”
— Sam Williams, Craft Architecture
This was such a rewarding collaboration. Sam brought thoughtfulness and humor to every meeting — plus a clear sense of his firm’s values and voice. It was a joy to help translate that into systems and designs that support his work and growth.