The project began with logo design and foundational visual decisions to support the website experience. Typeface selection, colour direction, and visual references were proposed specifically for digital use, forming a lightweight brand foundation for launch.
Logo Iterations
Exploration focused on symbol structure and letterform combinations using C + C / F, paired with black and blue gradient treatments. Type explorations were conducted alongside logo concepts to evaluate clarity, balance, and digital legibility.
Final Logo
The final logo was selected for clarity, recognisability, and adaptability across digital interfaces. Light and dark versions were prepared to ensure consistent usage across different backgrounds and layouts.
COMFICRAFT
Office Furniture
COMFICRAFT
Office Furniture
COMFICRAFT
Office Furniture
Visual Direction
Visual direction was defined to support a clean, professional, and trustworthy website experience. Montserrat was selected for the logo to convey structure and brand presence, while Inter was used for web content to improve readability. A blue-based palette was proposed to reinforce reliability and professionalism.
Usability
Easy and intuitive navigation for users to find products efficiently
Visual Consistency
Consistent visual structure across all pages and components
Brand Trust
Professional and credible digital presence for a new brand
Future Flexibility
Flexible foundation to support future business expansion
Due to the tight timeline, this project focused on market‑driven research rather than in‑depth user interviews.
Target Audience
The initial target audience was defined by the client as B2B customers. After the first launch, the business expanded its strategy to include B2C customers, which directly influenced pricing visibility and product presentation.
B2B: Businesses sourcing office furniture solutions, prioritising quotation-based enquiries, consultation, and brand credibility
B2C: Individual buyers seeking pricing transparency and inspiration, while retaining enquiry flexibility for smaller purchases
Competitor Analysis
B2B-Focused
Strong emphasis on brand storytelling and corporate credibility
Project-driven presentation with limited pricing visibility
Enquiry-led user flow prioritising consultation over transactions
B2C-Focused
https://ergotune.com/
Product-centric layouts with clear pricing and specifications
Strong emphasis on conversion and direct purchase clarity
Educational content used to build trust with individual buyers
Key Takeaways
Pricing transparency improves decision confidence for B2C customers
Quotation-based flows remain essential for bulk purchases
Clear product categorisation and professional visuals are critical trust factors
The website was designed and built iteratively in Framer, allowing design decisions to be validated and refined throughout the development process.
Client Sketches
Initial layout ideas and functional requirements were communicated through hand-drawn sketches provided by the client. These sketches informed early layout structure and content prioritisation.
Framer Styling Setup & Components
Core colour styles, typography, and reusable components were configured in Framer to ensure visual consistency and efficient page creation. This system supports future updates and product expansion.
Product Listing / CMS View
Products were structured using Framer CMS to support scalable content management. This setup allows easy updates to product details, images, and categories without redesigning layouts.
Rapid Feedback & Alignment
Design decisions were reviewed directly with the client during the build phase. Real-time adjustments in Framer enabled faster alignment, reduced rework, and ensured the final output met business expectations.
The website evolved alongside changes in business direction, resulting in structural and content updates across phases.
Iterative Direction & Evolution
The initial launch focused on a B2B-only, quotation-based flow. As the strategy expanded to include B2C users, pricing visibility was introduced while retaining a single enquiry-based flow to support both audiences.
Marketing Landing Page (Post-Launch)
A dedicated landing page was designed post-launch to support marketing campaigns and lead generation. The page focuses on a single conversion goal while reinforcing trust and visual clarity.
Landing Page
Get a Free Furniture Plan & Quote
Clear call-to-action designed to capture enquiries and encourage consultation
Before & After Comparison
Interactive slider used to visually demonstrate transformation outcomes and value
Google Reviews
Customer reviews displayed to build trust and credibility at the point of decision-making
Feedback & Improvement
The website continues to be refined through ongoing UI improvements and feature considerations. Feedback is welcomed to help further enhance the ComfiCraft website experience.
Personal Learning Outcomes
No-Code Execution
Built and launched a production website in Framer, from structure to visual implementation
Client Management
Managed scope, feedback, and expectations through direct collaboration
Delivery Under Pressure
Maintained delivery quality while making live decisions under tight timelines