California Closets | A journey up market

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California Closets asked us to help shift the brand upstream. We researched everything from color to navigation to site behavior to inspire elegance and peace-of-mind.


One area of focus was improving the interaction of the email address capture. While the form was important for driving conversions, its prominence cheapened the brand.

We redesigned the form to gently roll down as you enter the site. It’s like it reaches out to shake your hand, without screaming hello to your face. And, you can always click hide – we get the message.

Information underload

We also worked to create the balance in the amount of information and promotion we offered on the site. By dialing down the design to its most basic elements, the text feels easy and inviting.


+ 262% leads

+ 16% Appointments

+ 22% Revenue

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