Project Overview

• Objective: Design and launch a fully branded, conversion-optimized Shopify site for Southern Artisan, showcasing their design services, residential/commercial fit-outs, wood & metalworks, booth activations, and custom furniture offerings.
  
  
• Client Background:
  Southern Artisan is a family-owned studio (est. late 2022) delivering exceptional craftsmanship and personalized design solutions. Their team combines 35 years of engineering expertise, eight years of design leadership, and precision marketing to transform spaces and products for both residential and commercial clients.
  
  

Scope:
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Theme installation & customization, UX best practices, basic branding (logo refinement, color palette, typography), service & portfolio pages, multi-facet filtering for project galleries, contact & inquiry form with file-upload capability, on-page SEO, Google Analytics & Search Console setup, social media integration.

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Pain Points:

• ‍No centralized online presence. Southern Artisan relied on fragmented social-media portfolios and manual inquiries.
  

• Prospective clients couldn’t easily browse past projects by service type (e.g., fit-outs vs. booth activations).
  
  
• Lack of SEO-optimized content was limiting discoverability for high-value keywords like “customized furniture Manila.”
  
  
• Manual email exchanges created friction in lead capture and project brief submissions.
  
  

Goals & KPIs:‍

• Launch a brand-aligned e-commerce site to showcase services and collect qualified leads.
  

• Enable visitors to filter project galleries by service.
  
  
• Implement an inquiry workflow with multi-file uploads to streamline client briefs.
  

 Market  Analysis

Landscape:

• The Philippine interior-design and fit-out market is highly fragmented, with many small studios lacking robust web platforms.
  
  
• Clients seek turnkey solutions from 3D rendered proposals to turnkey installation preferring vendors with proven portfolios.
  
  

Opportunities:

• Differentiate via a polished, fast-loading site that combines service listings, portfolio filtering, and lead-capture automation.
  
  
• Target niche long-tail searches (e.g., “booth activation Manila Coffee Fest”) to drive qualified traffic.
  
  

Solutions

UX Best Practices & Theme Customization

• Adopted a mobile-first, accessibility-focused layout with clear calls-to-action (“View Portfolio,” “Request a Quote”).
  
  
• Customized a lightweight Shopify theme using Tailwind CSS for fast rendering, high contrast, and intuitive navigation.
  
  

Basic Branding

• Refined the client’s logo into web-ready formats (SVG/PNG), established a three-color palette, and selected complementary fonts for headings (sans-serif) and body text (serif) to reflect craftsmanship and professionalism.
  
  

Service & Portfolio Management

• Service Pages: Created dedicated pages for Design Services, Residential/Commercial Fit-Out, Woodworks & Metalworks, Booth Activation, and Customized Furniture each with project highlights and embedded video reels.
  
  
• Portfolio Gallery: Implemented multi-facet filters (by service type, project size, year) and integrated Instagram and Facebook embeds to surface recent work in real time.
  
  

Inquiry & Advanced Order-Form Integration

• Developed a custom Inquiry Form with fields for project briefs, budgets, and multi-file uploads (e.g., site plans, inspiration photos).
  
  
• Automated form submissions to the sales team via email and Slack notifications, reducing response times.
  
  

SEO & Third-Party Integrations

• On-Page SEO: Wrote unique meta titles/descriptions for each service and portfolio page, embedding target keywords.
  
  
• Analytics & Console: Installed Google Analytics 4 for user behavior insights and configured Google Search Console for indexing monitoring.
  
  
• Social Media: Added persistent links to Facebook and Instagram profiles; embedded social feeds on the homepage to drive engagement.