This is a freelance project done in mid 2025. I often help out former colleagues from Airofit, (who now own a digital marketing agency, Caspero) with visual design projects for their clients. Woodstock Studio is one of them. Another project from an existing company, Woodstock Robotics, producing wooden building components with precision.

Brief

Woodstock Studio is a brand new architecture firm and needed help with their base visual identity, as well as their website design.

They asked for a simple guideline, such as logo, typography, color palette, as well as some design references, specifically for the website mockup.

On top of that, they wanted a minimalistic and elegant website that prioritizes the architectural designs the most. The mockup had to be a high fidelity mockup with AI-generated texts filling the text placeholders, to give a better understanding of each section.

Specific pages I was required to design were:

1. Frontpage

2. Price calculator (placeholder for a 3rd-party form)

3. Services

4. About

5. An example of a landing page (for digital marketing purposes)

Deliverables

Visual Identity

From the brief, I have created a simple visual guideline for the brand. The one featured above is the final version, after some feedback from the client.

Logo: We went with option 3. It is close to Woodstock Robotic's existing logo, so it is coherent with the Woodstock universe. It is minimalistic but still stands out. Moreover, the client was specifically interested in the measuring tool-like details on the typography.

Typography: We went with a serif font, Literata, for headings to emphasize elegance and minimalism. For the body, I chose Archivo Thin, a minimalistic and non-distracting typography that contributes to creating a clearer hierarchy.

Colors: Coherent with the Woodstock universe, I chose a color palette that complements the wooden color palette well. And to honor the company's Scandinavian DNA, I kept the colors neutral, muted in shade, and minimalistic.

Website mockup

Aligned with the visual guidelines and design references, I came up with a mockup for a series of pages, as laid out in the image above. All pages were designed for both desktop and mobile.

I kept the layout simple, with a lot of spacing, and minimal lines to separate the components or sections. All texts were AI-generated using ChatGPT and the images were taken from free stock image libraries, Unsplash and Pexels.

Below, I will highlight some important parts of the design:

Frontpage

The frontpage featured key points of the business, namely: (1) Hero section: A section where it features an aesthetically-pleasing image of one of the firm's projects, including two main CTAs, (2) Services: Laid out all of the services offered by the firm, to be straightforward with their specialty, (3) Credibility: Included company's mission and unique selling point, light data, and past projects to enhance credibility, (4) CTAs: Included in all pages, it is important to go back to the main CTAs of the entire website, in this case, "Calculate price" and "Contact us".

Services

Each service has their own dedicated page, to explain what each service entails. This is important so the visitors get the full picture about what is actually offered, as well as the steps it involved.

The service showed on the left, for instance, shows to what extent the company will be involved in applying for a building permit.

On top of that, real-life images of the process should ideally be included in this page, to increase credibility.

Landing page

The brand (together with Caspero as their digital marketing specialists) planned on incorporating online advertisements in their marketing efforts, so landing pages are essential. The design above showed an example of one, featuring important components, such as: (1) Clear CTA, (2) What the company offers, (3) Pricing, (4) Specific (potential) offer or campaign, (5) Testimonials, and (6) FAQ.

Disclaimer: This design has not been implemented yet, due to clients' own reasons, therefore no performance results can be included here. However, I of course, received permission to feature this project on my portfolio.