Project Snapshot
Poster Construction is a family-owned design-build firm based in Ketchum, Idaho. Founded in 1997, they are recognized as Idaho’s first certified green builder, with a strong reputation for crafting high-quality, environmentally conscious homes.
Their previous website no longer reflected the craftsmanship, legacy, or visual beauty of their work. The redesign focused on creating a modern, visually-driven digital presence that highlights their portfolio while supporting long-term SEO growth and lead generation.
Role
Web Designer
Tools
Figma (Wireframes & Prototypes), WordPress (Development)
Timeline
Q4 2025-Q1 2026
Project Type
Company Website Rebrand, UX Strategy, UI Design
The Challenge
The original website presented several critical issues:
A dated design that lacked personality and brand presence
Minimal use of photography, limiting the ability to showcase their work
Sparse content that did not effectively communicate services or expertise
Poor structural foundation for SEO and organic search visibility
Limited engagement for users exploring high-end residential projects
The site failed to reflect the quality of the homes being built and missed opportunities to attract and educate potential clients.
Objectives
The redesign focused on:
Modernizing the visual experience to reflect the quality and craftsmanship of the brand
Showcase high-end photography as the primary storytelling element
Expand service-related content to improve clarity and support SEO
Create a clean, timeless design system aligned with the brand's aesthetic
Build a scalable structure for future content and portfolio growth
Content Strategy & SEO Structure
To support both user experience and search visibility, the new site introduced:
Expanded service pages with more detailed descriptions
Structured content hierarchy aligned with SEO best practices
Clear page segmentation to improve readability and navigation
Key Decision:
Rather than overwhelming users with dense content, information was carefully layered to maintain a clean, digestible experience while still supporting keyword strategy and search intent.
Visual Direction
A major focus of the redesign was elevating the visual experience through simplicity and restraint.
The design system emphasized:
Minimalist layouts
Neutral color palette
Strong use of whitespace
Large-scale, high-quality imagery
Key Decision:
Photography became the primary storytelling tool. By reducing visual clutter and keeping UI elements understated, the design allows the homes and landscapes to take center stage.
Results & Impact
Project Impact
4× increase in service page content depth
10+ redesigned service pages
12+ modular UX components created
60% reduction in reliance on stock-style employee imagery
SEO structure implemented across 100% of service pages
Design Systems Outcome
A minimalist, image-driven design that highlights project photography
Expanded service pages with SEO-focused content
Improved site structure for usability and scalability
A cohesive visual system aligned with the brand’s identity
