I had the opportunity to design the website experience for WireCo, a furniture brand rooted in Nigerian craftsmanship and built for a global audience. Known for clean aesthetics and purposeful design, WireCo needed a digital presence that reflected the quality, care, and functionality behind every piece they create.

The project began with a deep dive into WireCo’s audience, from homeowners seeking refined everyday furniture to designers and businesses sourcing durable, well-crafted pieces. Through user research, competitor analysis, and content mapping, I identified key opportunities to improve product discovery, storytelling, and buyer confidence, especially for international customers.

Design Approach: The visual direction was inspired by simplicity, material honesty, and spatial balance. I focused on a calm, minimal interface that allows the furniture to speak for itself, supported by strong typography and generous white space. Product browsing, category navigation, and custom order inquiries were streamlined to feel intuitive and effortless.

Challenges and Wins: One of the biggest challenges was designing for a diverse audience that included homeowners, interior designers, and commercial clients, each with different expectations and buying behaviours. This was addressed by creating a clear information hierarchy and intuitive navigation that allows users to explore products, understand craftsmanship, or request custom work without friction.

Post-Launch Impact: High engagement on product and collection pages, smooth navigation on mobile devices, increased inquiries for custom furniture, and a stronger overall brand perception that supports WireCo’s position as a refined, globally focused furniture brand.

Conclusion This project went beyond designing a website. It was about creating a digital experience that reflects WireCo’s dedication to craftsmanship, simplicity, and purposeful design. By focusing on clarity, usability, and storytelling, the WireCo website allows users to explore, connect with, and invest in furniture that truly elevates their spaces.