Walpole Outdoors has built its reputation around high-quality custom outdoor living products and structures. As Creative Director, I led the transformation of Walpole’s digital presence in collaboration with DefinedLogic, creating a reimagined website and e-commerce experience designed to better represent the brand and make it easier for homeowners and trade professionals to explore and purchase products.

With an extensive product catalog, our focus was simplifying navigation, improving product discovery, and creating a more intuitive path to purchase. Once the UX was established, we developed a cohesive visual experience that elevated Walpole’s craftsmanship and product imagery while supporting the needs of a complex e-commerce business.

The experience extended beyond the website into targeted landing pages, social media, custom advertising, and digital campaigns. Together, these efforts created a more connected digital ecosystem that contributed to a 4.5% increase in clicks and 5x conversions during peak season.