After examining competitors, the strategy that emerged was to position less like an office furniture vendor, and more like an interior design and space planning firm.  The goal is to show value beyond the price of furniture stock.

Practical outputs of the project included a major overhaul of the websites information architecture, reskinning and functional updates to secondary pages, and a completely re-built homepage which features large, beautiful images of space that BiNW has created.

Also, a I created a video to bring BiNW's positioning and value proposition to life.  The video is featured on the homepage.


**Please note - the current condition of the site may not represent the designs and intent outlined here.  Once the work is delivered, clients continue to make changes outside of my control :)
This is an example of the site before the brand refresh.
Brand and value proposition reel.
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