Sanctuary

A new identity and Webflow website for a business moving beyond carpentry.

View the live website

INDUSTRY

Home Renovations & Interiors

SERVICE

Website Design

PLATFORM

Webflow

AUDIENCE

Homeowners seeking considered renovation and interior transformation

Sanctuary website shown on desktop and mobile devices.

2.0s

Mobile LCP at launch

Qualified renovation enquiries in 90 days

38%

Sessions viewing renovation projects

OVERVIEW

Sanctuary grew from Apex Carpentry as the business expanded into complete home renovations — needing a new identity and website that could express the broader offer while retaining the craftsmanship and care behind the original business.

Fit Design developed the new positioning and identity, then designed and built a bespoke Webflow website to express that broader offer. The project also included brand collateral, giving the business a consistent way to present its services across its website, business cards and social channels.

Brand repositioning

Reframed the business around complete home renovation services, supporting the move from Apex Carpentry to a Sanctuary identity that reflects the broader offer.

Visual identity

Created an identity system that communicates considered design and craftsmanship, providing a consistent foundation for the website and supporting brand materials.

Webflow website

Designed and developed a bespoke website with service and project content, helping homeowners explore the business’s approach and relevant renovation work.

Brand collateral

Extended the new identity into business cards and a social media kit, giving Sanctuary a consistent introduction across its website, printed materials and social channels.

THE APPROACH

The business had moved beyond what its previous name communicated — the project needed a broader renovation identity, clear services for design-conscious homeowners and a consistent direction across the website and supporting brand materials.

The previous trading name centred on carpentry, while the business was moving towards a wider renovation offer. The project needed to address that positioning before the website could explain the services convincingly to design-conscious homeowners. That meant giving the new name a clear relationship with the services, rather than treating the rebrand as a visual change separate from how homeowners would understand the business.

We developed the Sanctuary identity and carried it through the website structure, service presentation and supporting materials. The pages combine an introduction to the business with its renovation services and approach, making the new positioning visible throughout the experience. The identity also extends beyond the page, linking the online introduction with the business cards and social materials a prospective client may encounter during their first contact.

COLLABORATION

We connected the move from Apex Carpentry to Sanctuary with a new identity and Webflow website — bringing positioning, services and collateral together around the broader renovation offer.

Fit Design’s role extended from the rebrand through to Webflow development and brand collateral. The work connected the business’s craftsmanship with its broader renovation ambitions, creating a consistent presentation for homeowners encountering Sanctuary online or through its printed and social materials.

WEEK 1

Technical discovery

Define the broader renovation positioning and the move from Apex Carpentry to Sanctuary.

WEEK 2

Design language

Develop the visual identity and website direction around considered design and craftsmanship.

WEEK 3-4

Page design

Design and build the Webflow website with service and project content.

WEEK 5

Webflow build

Extend the identity into business cards and social assets for a consistent introduction to the brand.

DESIGN LANGUAGE

A warm identity inspired by considered interiors.

Forest green, cream and muted gold reflect the warmth of interior materials. Serif headings, fine line details and architectural photography create an editorial feel, connecting the website with the craftsmanship and care at the centre of the renovation offer.

PERFORMANCE

Working alongside engineers, not marketers.

Stormborn's team is technical. Every claim on the site was written with them, checked against engineering documents, and cleared for what could and could not be said publicly.

Lighthouse · stormborn.ai

MEASURED AT LAUNCH