Role
UI/UX Designer
Web Developer
Scope
Website UI/UX Design
Illustration
Web Development
Copywriting
Client / Year
Threehausworks / 2025
Problem space
In 2025, Threehaus Works - a fast-growing boutique interior design firm in Singapore needed to strengthen their digital presence to reflect their continued growth and success over the past years.
Their legacy website lacked brand personality, squeezing their high-quality portfolio into a cramped, Pinterest-style grid that struggled to engage prospective clients. To support their mission of expanding across Singapore and regionally, they wanted a platform that portrays their personality aesthetically and drives conversion.
For this project, I delivered a new brand identity, end-to-end website design, and front-end web development.
No fluffy marketing
Like many early-stage startups, Threehaus Works’ original website was a bootstrapped Wix site built by the three co-founders. With limited time and resources, they did what they could to establish a digital footprint. However, as the firm expanded significantly post-pandemic, they outgrew this DIY solution.
What we decided to do
No sales talk, no upsell, let the works speak for itself
They needed a platform that offered an elevated, mature customer experience to properly showcase their high-quality portfolio and introduce their growing team. Crucially, the founders wanted to retain a minimalist, lightweight feel.
We explicitly decided to avoid the aggressive sales pitches and promotional clutter typical of service-oriented websites, allowing their interior design work to speak for itself. To achieve this balance, I designed a dynamic hero carousel that immerses visitors in their spaces, social proof section with news and media callouts, scattered playful, interactive illustrations throughout the site, and avoided sales talk in the copywriting, focusing on warmth and trust-building.
Solution
To bring Threehaus Works’ bold and out-of-the-box design philosophy to the digital space, we developed a brand identity that intentionally breaks away from standard contemporary corporate norms. However, the redesign wasn't just about aesthetics; the website needed to function as a seamless tool for both prospective clients and the internal team. I focused on removing friction from the client's browsing journey while empowering the founders with an intuitive backend to support their marketing efforts.
Key Features & Solution
A Distinctive, Non-Contemporary Identity
To reflect their unique tastes, we anchored the visual branding in terracotta and olive green onto key components and content cards. To further showcase the team's personality, I designed custom portraits of the co-founders loosely inspired by the iconic Ligne Claire (Tintin) comic style, giving the brand warm, highly recognizable characters that resembled the co-founders. I also adopted AI workflows in this segment, and taught the team during the project handover how to replicate my workflow for future staff members in their About page so they can easily do it themselves as well.
Frictionless Portfolio Filtering
A major challenge was helping clients quickly find projects relevant to their own homes. I designed and implemented an intuitive filtering system that allows users to easily sort the portfolio by property type such as 3- to 5-room HDBs, condominiums, and private spaces. This ensures a seamless, frictionless browsing experience that is highly optimized for mobile devices.
A Custom CMS for Seamless Handoff
Because the firm actively promotes their work on social media, they needed a fast, reliable pipeline to publish new case studies. I built an easy-to-use Content Management System (CMS) tailored to the team's workflow. This empowers every team member, regardless of technical ability, to independently upload, format, and maintain new projects the moment they are ready.
Future-proofing
Interior design portfolios rely heavily on high-quality photography, which inevitably comes in a mix of landscape and portrait orientations. On many competitor sites, carelessly mixing these formats breaks the grid and disrupts the user's browsing experience.
Auto-sorting and archive
Uninterrupted seamless viewing
To protect the site's visual integrity, I ensured the CMS would automatically detect and sort uploaded photos by their orientation. This ensures that no matter how the founders upload their images, the final case studies are always archived neatly, allowing prospective clients to consume visual references seamlessly.
I am immensely grateful for the co-founders in giving me the opportunity to contribute to their growth.
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