Crate&Shelf
End-to-end brand identity and conversion website for a flexible e-commerce overflow storage business from logo to live site.
Crate & Shelf needed more than a website, they needed a brand that made merchants trust them before making a single call.
The challenge was turning an unfamiliar concept, flexible overflow storage without the 3PL complexity, into something immediately legible and credible to skeptical e-commerce merchants. That meant building the brand, the copy, and the site simultaneously, with a single goal: get merchants to request pricing.
The Logo & Mark
#E05A1E
Orange 500
#1E1E1E
Near Black
Inter
Black 900 / Regular 400
Aa
The Roadmap
Discovery
Mapping the merchant pain points, competitive landscape, and the core value proposition that differentiates Crate & Shelf from traditional 3PLs.
Branding
Designing the logo, wordmark, color system, and type hierarchy. Orange and white on near-black, industrial authority with modern clarity.
Copywriting
Writing all page copy from scratch, structured to move merchants from awareness to intent across each section of the page.
Development
Building the full site in semantic HTML/CSS/JS with custom UI mockups, a contact form, and mobile-first responsive layouts.
The Challenge
Business Needs
- → Establish credibility for a brand-new business
- → Explain an unfamiliar service model clearly
- → Drive merchant inquiries without a sales team
- → Compete visually against established 3PLs
Design Constraints
- → Zero existing brand assets to work from
- → No product photography available at launch
- → Copy and design had to be developed in parallel
- → Needed to work without a CMS or framework
The Solution
Build brand and site together, not sequentially. The visual identity informed the copy tone, and the copy shaped which UI patterns were needed. The result is a site where every element earns its place.
Brand Identity System
Developed the full Crate & Shelf visual identity from scratch: wordmark, icon, color palette, and typography built around the industrial/utilitarian nature of the business.
Conversion-Focused Layout
Every section was structured to address merchant objections in order: problem → solution → process → proof → pricing → CTA. A deliberate funnel, not a brochure.
Trust-Building UI Patterns
Used inventory status cards, photo documentation previews, and SKU-level UI mockups to make an intangible service feel concrete and credible.
Responsive & Lightweight
Built with zero frameworks just pure HTML, CSS, and JavaScript. Sub-2s load times on mobile with no build pipeline overhead.
The Core Stack
HTML5
Semantic Structure
CSS3
Custom Design System
JavaScript
Dynamic Interactions
Deliverables
"Saadiya is my go to, every request is handled quickly and professionally. I always get an outstanding product and never feel like I'm not getting what I need. On top of design the advice about possible improvements are invaluable."
Need a brand that works as hard as you do?
From identity to live site, let's build something that converts.
Start a Project →