The Client
Woodland Concepts is a boutique design-build and development studio in Los Angeles, founded by Vanessa Pellegrini and Charles Henriques. They rescue, restore, and elevate properties — turning tired structures into beautifully reimagined homes. Projects include Marylee (Studio City), Burbank, Dumont (Sherman Oaks), and Owensmouth (Woodland Hills). Despite stunning physical work, their online presence didn't reflect their craftsmanship.
The Brief
Woodland Concepts chose the Grow tier ($2,997), a 4-page custom site:
- Homepage — Full-bleed hero with editorial typography, philosophy section, featured projects gallery
- Projects — Filterable gallery (New Builds, Remodels, Renovations) with hover interactions
- About — Founder stories (Vanessa + Charlie), approach philosophy, services overview
- Contact — Clean form with project type dropdown, studio info, social links
The Build
Discovery + Design Direction + Homepage
We conducted a 60-minute intake call where Vanessa and Charlie shared their restoration philosophy, showed us their Instagram portfolio, and described their ideal client. Three key insights emerged: the work speaks for itself, the founders are the brand, and minimalism builds trust.
We established the design direction: editorial minimalism with warm cream backgrounds, Playfair Display headings for authority, photography-first layouts, and generous whitespace. The homepage wireframe and full-bleed hero concept were approved quickly.
Projects Gallery + About Page
We built a filterable project grid with hover overlays revealing project type and scope. Each project card features full-bleed imagery with minimal text overlay. The About page presented Vanessa and Charlie side-by-side with founder stories, approach philosophy cards, and a services overview grid.
Every element reinforced the core message: thoughtful craftsmanship by people who care deeply about the details.
Contact + Polish + Launch
We built the contact page with a project type selector dropdown, studio contact info, and social media links. Responsive testing across devices, image optimization, SEO meta tags, and structured data all completed. The site launched on schedule.
Design Decisions
Color Palette
We chose warm, muted tones that communicate premium positioning without coldness. Deep charcoal grounds the design. Gold accents are reserved for CTAs and key moments — sparse enough to feel intentional, not flashy.
Key UX Decisions
- Full-bleed hero — Photography speaks first. Text is secondary to the visual impact of the work.
- Monogram navigation — A simple "W" in a circle, refined and spacious, establishes visual hierarchy immediately.
- No aggressive CTAs — Clients of design-build studios are thoughtful. Urgency tactics undermine credibility.
- Whitespace as luxury signal — Every section breathes. Breathing = confidence = premium.
- Project cards with hover overlays — Filtering by project type allows prospects to focus on work relevant to their needs.
What's Included at the Grow Tier ($2,997)
- 4-7 custom-designed, hand-coded pages
- Mobile-responsive design (tested on 5+ device sizes)
- Custom color palette and typography system
- SEO fundamentals: meta tags, structured data, sitemap
- Contact form or scheduling tool integration
- Performance optimization (image compression, lazy loading)
- Full source code ownership — no lock-in, no monthly platform fees
- 30-day support (email + 1 call)
What's not included: custom illustrations, copywriting (Vanessa and Charles provided their own), or ongoing maintenance (available separately via care plans).
Results
Woodland Concepts now has a digital portfolio that matches their reputation.
Key Takeaways
- Speed doesn't mean shortcuts. Every page was hand-designed and hand-coded. The fast timeline works because of a tight, repeatable process — not because corners are cut.
- Fixed pricing removes friction. Vanessa and Charlie knew exactly what they were paying before we started. No scope creep, no surprise invoices.
- The intake call is everything. A focused 60-minute conversation replaces weeks of back-and-forth emails. We listen, we build, we deliver.
- Source code ownership matters. Woodland Concepts owns every line of HTML and CSS. They can host it anywhere, modify it anytime, and never pay a platform fee.