Responsive Website Design for Hemingway Woodshop

Hemingway Woodshop

Hemingway Woodshop Website Design - The Woodshop Page

The Challenge

The owners wanted a site design that was clean, simple to navigate, fun, showcased their handmade expertise, and of course had a natural, earthy feel.

Within their niche, so many of their competitors took a similar approach. They all have lots of browns and blacks that pull you into a sea of sadness.

I took these key words from our client discovery call and went with it: clean, fun, handmade, and natural.

The Brand

For this brand, I began with the color palette. Rather than using the muted tans and browns, I opted for light grey, charcoal, a near white tan, and a sage green. These color choices were to play to the natural beauty behind the brand. At HW, their team focuses on ethically sourced lumber, natural live edges, and a natural finish that is sourced responsibly.

They wanted to keep the brand light and fun, this is where the illustrations come into play. I've opted for a lumber jack approach due to their locale in Minnesota. Everyone knows Paul Bunyan is the best (or most famous) lumber jack. These illustrations create fun backgrounds that are subtle and don't pull from the galleries.

For the logo, they wanted to pull focus to the handmade aspect of their products. I felt the hand planer was the best way to communicate handmade beauty.

Brand Identity - Logo Variations for Hemingway Woodshop
Hemingway Woodshop Mockups

"Abbi exceeded expectations crafting Hemingway Woodshop's brand identity and website. The blend of rustic charm, subtle humor, and professionalism is truly remarkable. Highly recommended!"

Hemingway Woodshop Branding
User Experience Design for the Gallery of Hemingway Woodshop - Mobile Optimized

The Website

As they don't have a store front, the large majority of their customers come from social media and their website. Having a clean user experience and mobile optimized site was top priority.

In addition to these priorities, the nature of their work is custom. So it was equally important to showcase their work in an easy to find and easy to call out fashion.

I made sure to create four pages dedicated to the most popular areas of their work, and within each page a dedicated gallery that has common call outs to click on, so you may see the specific items in a lightbox. This solved the issue of customers coming to their site hoping to see examples of a project they had in mind, only to navigate through a large gallery without filters.

View Live Site

Duties Performed

UX Design: User experience (UX) design is the process design teams use to create products that provide meaningful and relevant experiences to users.







Tools Used

Adobe Experience

Adobe Photoshop

Adobe Illustrator

Adobe InDesign


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