I passed by Oliver Moore Bootmakers beautiful workshop in uptown NYC and had to see their website to see what services they provided. What I saw was a decade old website that didn't convey their reputation and services. I took a couple of minutes to evaluate their website and I saw major problems that were affecting their website including:

• Low resolution logo & images
• Outdated website layout
• Hard to read text
• unplanned color palette
• broken video player
• broken links

I walked into the shop and met Paul Moorefield and Joan Silverman. Two amazing business partners that have been crafting leather bespoke footwear for decades. I let them know my thoughts on their website and together we discussed the possiblity of redesigning their website to better reflect their company's heritage. Paul and Joan appreciated my forwardness and believed that it was time to update their website. We sat down and jumped into a deeper conversation about their business.

Understanding Oliver Moore Bootmakers customer base

Paul and Joan went into great detail describing their bespoke shoemaking workshop and their customer base. I could tell they were passionate about their business. Their age demographic ranged from 25-70 years. Clients visited their workshop for two major reasons; to help alleviate a physical foot impairment or to simply wear high quality footwear. Most of their prospects came through referrals from past clients that raved about their experience receiving a pair of bespoke shoes from the workshop.

By 2018, brick and mortar stores around the workshop had been closing due to the increase in ecommerce sales. Paul and Joan realized that they needed to adapt and focus on making sure their business services were being clearly represented on their website.

The website brief

After being in the business for so many years, they understood what brought in new clients through the door. Paul and Joan highlighted a few features they wanted for their website. They felt these features on the new website would be critical to showcase their reputation & history. This list of features was the basis of the entire website redesign.

• Showcase a tv piece they did for Martha Stewart Living.
• Display their media coverage over the years.
• Feature a gallery of images of their best work.
• A link to their Instagram page where they post daily.

The process

Once I had all their requisites, I wrote down everything else that needed to be done to complete the websites look. Their old website was very poorly designed so I needed to create one from scratch. Below are all the new assets we needed for the website.

• New color palette.
• Vectorize the logo.
• Professional photography.
• Research media coverage.
• Gather their contact and location info.

Logo restoration

I realized their logo on their website was pixelated and was not going to look good on their new website. We only wanted to make the logo high resolution. Since there was no saved logo files, I needed to recreate it from scratch. I researched all the fonts that were used so that I could replicate it as best as I could. The hardest asset to find was the graphic decorations on the logo. I improvised and added new decorations. Paul and Joan were pleased with the final logo result.

Social Media Assets

Working with my good friend Petro Onysko, we set up a date for a photoshoot to use on their social media. He was able to get awesome shots of their new shoe collection and Paul Moorefield working on a new pair of bespoke shoes for a client.

Website launch

After one month I handed them over a simple clean website that met all their requirements. Neither Paul or Joan are tech savvy, and they didn't feel the need to change the website content themselves. So instead of putting them in a web builder hosting plan like WordPress or Wix, I created their custom website with pure HTML, CSS, and JavaScript. Not having to pay an extra monthly platform fee was great news for them.