Industry: Custom design, craft, residential 

Services: Brand refinement · Visual identity · Web design (Framer) · SEO

Tools: Figma · Framer · After Effects

Overview: Loose Parts designs and builds custom kitchens from first consultation to final install — solid hardwood, visible joinery, no plastics, built like furniture rather than disposable cabinetry. The brand had grown past its original identity: inconsistent across touchpoints, and not quite matching the quality of the work itself. The site needed the same fix.

The Challenge: Loose Parts had outgrown its existing brand. The business had matured — sharper craft, bigger projects — but the identity hadn't kept pace.

The harder problem underneath that: most competitors in the custom kitchen space default to the same polished, slightly sterile landing-page look. Loose Parts needed to stand apart without losing what makes the work itself different — "furniture thinking applied to the kitchen," built by hand, designed to be repaired rather than replaced. The brand had to feel as considered as the cabinetry.

The Approach: Refine rather than reinvent — keep what already worked, sharpen what didn't, and build a site in Framer that carried that same handmade, serious-but-playful sensibility. Strategy, brand, and the website build as one continuous process. SEO was optimized alongside the rebuild, not bolted on after.

The Result: The site is live. In the month since, the inquiry form has logged 21 real prospects — including 7 from architects and interior designers, a strong trade signal — with 4 already at the "ready to design" stage with budgets attached.

I build brands with craft, taste, and a sharp point of view — for founders who refuse to look generic.

I work across strategy, brand, and web as one connected system — not separate hires. Recent work: OSD (Berlin event space), Rekorder (creative agency), Loose Parts (custom kitchen studio, NYC).

Berlin-based. Currently taking on new projects.

Portfolio: danekowachek.com Contact: danekowachek@gmail.com