Webflow redesign to reflect premium craftsmanship and structure the offer following a business acquisition

Context

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Ébénisterie CSR is a well-established Canadian brand specializing in custom wood furniture for both residential and commercial clients. Known for its artisanal craftsmanship, high-quality materials, and large-scale projects, the company has built a strong reputation in its market.

Following a change in ownership, the new leadership sought to rebuild the website from the ground up—bringing their premium vision to life through a more structured, elevated digital presence. The ambition was clear: to create an immersive experience that reflects the quality and depth of CSR’s work.

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Challenges

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Clarify the offer for each audience

Clearly define services and project types for both residential and professional clients.

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Reinforce the premium positioning

Communicate their level of excellence through a clean, elegant, and immersive digital experience.

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Bring the brand to life

Expand the existing visual universe without changing the logo, in order to express the company’s DNA across the website.

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Drive conversions

Design the site as a lead generation tool by showcasing projects, expertises, and an easy booking experience.

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Our Approach

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Strategic framing & copywriting

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• Defined the site’s architecture and structured the offer to speak separately to residential and commercial audiences
• Wrote all content with a conversion-first mindset, while maintaining a non-salesy tone of voice
• Highlighted client projects as key proof points to convey CSR’s bespoke approach and executional excellence

👉 This strategic groundwork laid the foundation for a site that is clear, well-structured, and built to support the company’s renewed direction.

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Brand enrichment & art direction

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• Expanded the brand identity from the existing logo, creating a complete visual system: typography, colors, iconography, and micro-interactions
• Developed a clean, high-end design language to showcase photography and project visuals

👉 The result is a modernized, elegant identity that elevates the brand while staying true to its premium, artisanal roots.

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Webflow development & design system

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• Fully developed the new website in Webflow
• Built a CMS to streamline the management of case studies and allow full autonomy for the client
• Integrated a robust design system to ensure long-term consistency and scalability

👉 The new site combines performance, flexibility, and autonomy. An efficient tool to support a high-end brand.

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Results

• A modern digital identity aligned with the new leadership’s vision
• A structured offer, tailored to distinct client segments
• A premium, immersive website that reinforces CSR’s positioning
• A strong focus on real-world projects as a trust-building lever
• A scalable system and full autonomy in Webflow management