Flexsteel.com Brand Identity & Website
Flexsteel is a 125-year-old furniture manufacturer that makes furniture for residential, contract, and recreation use. As a member of both the UX and Creative teams at Almighty, I was lead writer helping to reimagine the Flexsteel brand and design their website and online catalogue from the ground up. The new site reflects the rebrand completed at Almighty.
Flexsteel stands apart in for continuing to uphold furniture-making traditions that its founders established over 100 years ago. The proprietary Blue Steel Spring at the heart of Flexsteel's upholstered furniture became the cornerstone of the new brand, from the redesigned logo to the 'Heart of Steel' tagline I created to guide visitors through the online brand experience.
Six separate websites housed the products and content for the different lines of business, and navigating between the sites was confusing. The UX team created a new architecture in order to turn these fragmented sites into a consistent experience for all users and designed the pages of the site to highlight product and allow the various types of users to find retailers.
In addition to writing the website copy, I was responsible for the voice and tone section of the brand guidelines, as well as writing all website page copy and 100 descriptions for cornerstone furniture products.
Creative Director - Peter Strutt
Lead Designer - Gerald Hastings
Lead Copywriter - Melissa Wilk
UX Strategist - Carmen Bocanegra
UX Designers - Carlos Baez & Mimi Weber
Wireframes
Main Page
'For Home' Category Landing Page
'For Business' Category Landing Page
'Our Craft' About Page
