Responses by Marty Butler, founder, The Butler Bros

Background: We redesigned our site to more clearly articulate what we offer and increase the visual impact of our work. Being a small, independent shop, the site also needed to be something we could design, test and deploy in a super efficient way. We opted to build it on Squarespace’s platform, but had to work with our developer to get the site exactly how we envisioned it. The targets are independent business owners, marketing and non-profit leaders and creatives. In that order.

Highlights: More than anything, we wanted the site to be easy to navigate. We really edited down the number of case studies we show, which is always a difficult thing to do, but our experience has shown that people who are shopping for branding don’t spend a lot of time on our site. Less is more.

Challenges: Using a platform like Squarespace is incredibly liberating and also very limiting. We love how well the platform showcases our portfolio, but we wanted a lot more control over the design. Our designer, writer and developer worked together really well to push the site to a place we could be proud of.

Favorite details: We love that we did this with a small team in about four weeks.

Navigational structure: Clarity and simplicity while avoiding novelty.

Time constraints: We wanted the site up for the launch of two new projects that were going to get press coverage. This forced to us to be practical and efficient.