I led the end-to-end design of a website for The Moreta Group, a residential construction and renovation company based in Branford, CT. My primary responsibilities included establishing a cohesive brand identity, conducting and directing project photography, creating prototypes, and ultimately developing the website.
I collaborated closely with my husband, a fellow freelancer, who managed copywriting and supported me in outlining client needs, conducting design research, shaping our ideation process, and taking additional real estate photos. Working in frequent communication with our client, we aimed to build a user-friendly platform that showcased The Moreta Group’s renovation projects in a high-quality gallery and prompted visitors to engage with clear, compelling calls-to-action. View the site here!
When The Moreta Group approached us, they were in the early stages of launching their residential renovation business in Branford, Connecticut. Their only marketing asset was a set of business cards featuring a logo sketch, which I digitized at the start of the project. They needed a clean, accessible website that would legitimize their brand, showcase their contractors' previous work, and convert new leads. Because many of their customers were older and not especially tech-savvy, the client emphasized that the site had to be intuitive: no frills, no clutter, just a high-quality portfolio that clearly outlined services and pointed users to the contact information. One specific request was that each project page include before photos. As the client put it: “Otherwise, people are just going to see a bunch of pretty photos with no context for what changed.”
After outlining goals in our kickoff meeting, my husband and I traveled to Connecticut to take photos of finished project sites in person. The client also shared their own before photos to help us highlight the scope of each renovation.
Our research focused on analyzing contractor and real estate websites that felt more like clean, visual brochures than over-designed digital experiences. We compiled a short write-up outlining our proposed site structure, key content areas, and some visual references. Since photography was the clear hero, we planned a layout where the imagery would take center stage, with UI elements acting as subtle, supportive framing.
We built the layout so the photography could take center stage, with UI elements acting as subtle, supportive framing.
We proposed a structure that included Home, About, Services, Portfolio, Contact, and individual Project pages, with CTAs placed strategically along the scroll to keep engagement up. The client also requested that certain project pages highlight specific features, like the custom waterproof membrane in the Vintage Ranch Renewal project.
Wireframes were sketched out by hand, featuring masonry-style layouts to echo the visual rhythm of brickwork, which subtly reinforced the construction theme. I included a few optional sections that might serve the client's messaging, and they responded with focused feedback, helping us trim to the essentials. Once we landed on the structure and layout, I moved into Webflow to prototype and build the site.
From a visual identity standpoint, we asked for input before making design decisions. The client requested blue as an accent color and emphasized that they wanted the brand to communicate craftsmanship and trust. I chose Freight Sans for the typography. It is modern, readable, and expressive across a range of weights to establish a clear hierarchy.
Photography played a big role. Using exposure bracketing, I captured bright, natural-looking shots that emphasized the openness and warmth of the renovated spaces. These images became the centerpiece of each project page, supported by concise copy and clear before/after comparisons.
I built the full site in Webflow and gave the client password-protected access throughout the process so they could weigh in as progress was made. Since their customers used both desktop and mobile, I designed for desktop first, then adapted for smaller screens, making sure the photo layouts, CTAs, and content all remained clean and navigable across devices.
We communicated frequently with the client throughout the four-month process via email, text, and phone. Feedback was mostly handled over email so we could track revisions and keep a running list of next steps.
The client was thrilled with the final site. Their team felt proud to see their work presented professionally and beautifully and the feedback they received reflected that. In the first quarter after launch, The Moreta Group saw a 25% increase in customer acquisition. This website gave people a clear vision of the calibre of work The Moreta Group could provide.
The Moreta Group saw a 25% increase in customer acquisition.
What truly elevated the site, in the client's eyes, was the inclusion of before photos beneath the polished gallery images on each project page. That contrast gave visitors the context they needed to appreciate the quality of the work and it transformed casual browsers into genuinely impressed prospects.
View the final result here!
