Our Portfolio

Project Challenge

Dunsmuir Cabinets had built a loyal following on the strength of an innovative product and an earnest community of real-world installations. But their existing website wasn’t keeping pace. The core challenge was threefold: the site undersold a genuinely compelling brand story; the existing custom design tool—central to the customer journey—was disconnected from the broader site experience; and the business needed stronger organic search visibility to compete in a crowded home improvement market.

Beyond the technical gaps, there was a brand voice and visual language that needed to grow up alongside the business. The site needed to communicate premium quality, creative freedom, and accessibility—simultaneously—without feeling generic or overcomplicated.

Objectives

• Redesign the website to elevate brand perception and better communicate Dunsmuir’s unique value proposition.
• Improve SEO visibility and search engine ranking for key terms in the custom cabinetry space.
• Integrate and modernize the existing custom design tool within the new site architecture.
• Create a clear, intuitive user journey from inspiration to quote to purchase.
• Establish a scalable visual system and content structure to support ongoing marketing.
• Showcase real client installations to build trust and fuel aspiration.

Strategy & Execution

• Discovery & Architecture - Bluecap Studio began with a thorough audit of the existing site and a deep dive into Dunsmuir’s business model, customer journey, and competitive landscape. We mapped a new information architecture that organized the site around the customer’s natural decision-making flow: Get Inspired → Explore Products → Understand the Process → Get Started.
• Brand & Visual Design - We refined Dunsmuir’s visual identity to feel warm, modern, and premium without losing the approachable spirit that defines the brand. A clean typographic system, curated photography strategy centered on real client installations, and a restrained color palette allowed the materials and kitchens themselves to take center stage.
• Webflow Development - The site was built on Webflow, enabling the Dunsmuir team to manage content independently while maintaining design fidelity. Page templates were designed for scalability—able to grow with the product catalog and evolving content needs. The responsive build ensures a seamless experience across desktop and mobile.
• Custom Design Tool Integration - A key deliverable was integrating Dunsmuir’s proprietary design tool—allowing customers to configure their IKEA cabinet layout, select custom fronts and pulls, and generate an instant quote—directly within the new site experience. The tool becomes the natural endpoint of a curated journey rather than a separate, disconnected utility.
• Content & Copywriting - We developed clear, personality-driven copy throughout the site that speaks directly to Dunsmuir’s audience: homeowners who care about design but don’t want to pay luxury prices. The five-step order process was rewritten as an engaging, coach-like narrative that demystifies the custom cabinet experience and builds confidence at every stage.

Results

• Delivered a cohesive, brand-right website that accurately reflects the premium yet accessible positioning of Dunsmuir Cabinets.
• Elevated the product browsing experience with rich material and pull galleries that support informed decision-making.
• Created a seamless customer journey from inspiration gallery through to the integrated design and quoting tool.
• Established a Webflow-based CMS that empowers the Dunsmuir team to update content, add client photos, and expand the product catalog without developer dependency.
• Improved site structure and on-page content to support stronger organic search performance.
• Strengthened brand credibility through an authentic, client-photo-first visual strategy—real installs in real homes.

Summary

Bluecap Studio helped Dunsmuir Cabinets transform a functional but underwhelming digital presence into a website that truly reflects what the brand stands for: beautiful, custom cabinetry that’s within reach. By combining thoughtful UX strategy, refined visual design, and smart Webflow development—anchored by the seamless integration of Dunsmuir’s proprietary design tool—we gave a beloved small business the digital platform it deserves.