The Vision

Interior design clients are sold emotionally before they're sold logically. The site needed to trigger aspiration — to make a prospective client see their own unrealized space in Elsie Home's work — while providing the detail-oriented proof that justifies a significant investment.Interior design clients are sold emotionally before they're sold logically. The site needed to trigger aspiration — to make a prospective client see their own unrealized space in Elsie Home's work — while providing the detail-oriented proof that justifies a significant investment.

The Execution

I built a case-study-first architecture, using before/after sequencing and project narrative to demonstrate transformation rather than merely show outcomes. Residential and commercial projects were segmented to allow prospective clients to immediately self-identify, reducing friction in the conversion journey. Photography direction guidelines were established to ensure every new project maintained the visual standard set by the site.