In the fall of 2020, I had the privilege of working with Kathy Stewart, owner of Mad Moose Designs in Cato, NY—a thriving print business specializing in digital printing on vinyl, cut vinyl, screen printing, direct-to-garment printing, sublimation, and embroidery. Despite their excellent reputation, their DIY website fell short of reflecting the quality and user experience their customers enjoyed in person. After analyzing their existing website, I identified key areas for improvement and proposed a comprehensive redesign to elevate their online presence.

The proposed solution went beyond enhancing the home page. It aimed to create pages that would highlight specific aspects of their business and tell their unique story. For example, I envisioned an About page to detail their journey, featuring a creative blurb about themselves and their dogs. One dog in particular, Max—fondly called Max-a-moose—had inspired the shop’s name, Mad Moose Designs. After Max passed away a few years later, I even recommended adding a memorial section to this page, reflecting their deep connection to his legacy.

The new design also included a dedicated Products page to showcase their offerings, complete with category filters to improve navigation. A Services page outlined the scope of their capabilities. To emphasize their expertise, I created a Work page to highlight standout client projects, such as their branding and apparel work for The Busted Yolk diner and their printing services for Upstate Medical University. Additionally, a Giving Back page showcased their community involvement, including their support of a local Breast Cancer Awareness event for which they provided printed clothing.

Once the proposal was approved, I conducted a needs-based analysis to further align the redesign with their goals. I used Figma to design a complete user experience that balanced a grungy, creative aesthetic with a polished, professional feel. Paint-splotch accents and stylistic section transitions reinforced their identity as a dynamic print shop. With the design finalized, I developed a custom WordPress theme using the Underscores base theme as a foundation. The site included custom post types and fields, making it easy for Kathy to independently manage content updates.

Today, Mad Moose Designs continues to thrive, supported by a website that reflects their identity, values, and commitment to excellence. The redesigned site remains as I originally created it, offering a cohesive and engaging experience that aligns with their reputation for quality and creativity.

The original Figma prototype is featured on this page. You may visit the shop online at thatmadmoose.com.