←Web Design

Pinnacle Design

We teamed up with the Saginaw-based interior design firm to completely redesign their visual identity. Once the new logo was completed, we began rebuilding PinnacleDesign.biz to exemplify their elegant, professional, and modern brand.

Split Personality

We first encountered Pinnacle’s biggest challenge when we designed their logo:

How do you communicate to two audiences (residential and commercial clients) who have totally different goals?

On the website, that challenge is even more pronounced. Commercial clients have absolutely no interest in seeing residential work, and vice versa. Each user needs to quickly (1) understand that Pinnacle offers the type of design they want and (2) find relevant work samples without sorting through too much unrelated work.

The solution? Allow users to quickly navigate toward the type of work they’re interested in, then hide the other stuff. The home page is dominated by links to the “Residential” and “Commercial” pages. Once on those pages, it’s simple to see the type of services offered under each category and view individual projects.

To further delineate the sections, all commercial work is blue and all residential work is red. This small detail, derived from their logo, makes it easier to find relevant projects.

Big Photos, Minimal Design

The best interior designers understand the importance of tiny details. Light fixtures, furniture patterns, cabinetry materials – each of these is meticulously selected.

To display their work, we used minimalist page designs that emphasize large photos paired with small blocks of text that provide the rationale behind design decisions. The photos reveal a wealth of detail and can be added to Pinterest boards with a single click.

Once they’ve found a project they admire, the user can even identify the specific designer(s) for that project at the bottom of the page.

Search Optimized

Before we designed anything, we conducted a search engine optimization audit of Pinnacle Design and its competitors. The site’s structure is based on our findings.

For example, we found that users tended to search for a specific service, then add a “residential” or “commercial” qualifier to exclude irrelevant results. We created service pages as child pages of the broader “Commercial” or “Residential” pages to better reach this audience.

For example, information about window treatments can be found at either pinnacledesign.biz/commercial-interior-design/window-treatments or pinnacledesign.biz/residential-interior-design/window-treatments. Users landing on the page will find the information more relevant than a generic “Window Treatments” page that encompasses both residential and commercial clients.


After a website is completed, we always offer a training session to teach the client how to manage their website. PinnacleDesign.biz was no different. But after getting their login credentials, they said not to worry about it.

They figured everything out on their own.

Because of the site’s intuitive content management system, the Pinnacle staff was able to teach themselves how to manage it. Within a day of its launch, they were editing text, adding new projects, and replacing photos without any instruction whatsoever.