Loose Parts
DURATION
March,2026 - May,2026
ROLE
Brand Refinement, Visual Identity, Web Design
TOOLS
Framer, Figma, AFter effects
LIVE SITE
TEAM
Jennifer, Dane Kowachek
ABOUT:
Loose Parts designs and builds custom kitchens from first consultation to final install. Solid hardwood, visible joinery, no plastics, built like furniture rather than disposable cabinetry. The craft had matured faster than the brand, so I led a brand refinement and full site rebuild in Framer to bring the identity up to the level of the work.
RESULT:
21 qualified prospects through the inquiry form in the first month post-launch
7 inquiries from architects and interior designers, 4 already at "ready to design" with budgets attached
Zero questions about process, materials, or pricing — prospects arrived with dimensions, plans, and a budget tier already selected
20 of 21 self-selected a pricing bracket, cutting the "what does it cost?" back-and-forth entirely
The Challenge
As Loose Parts evolved, its brand and website no longer reflected the quality of its craftsmanship. The challenge was to create a distinctive identity that stood apart in a saturated market while clearly communicating the process and services on offer, reducing repetitive client questions and freeing up time for the business to focus on what it does best—crafting thoughtful, made-to-last kitchens.
The approach
Refine rather than reinvent. Keep what already worked, sharpen what didn’t, and create a digital experience that felt as considered as the craftsmanship itself. Inspired by the geometry, materiality, and timeless restraint of Wiener Werkstätte and Vienna Modern, the brand, strategy, and Framer website were developed as one continuous process.
