The Korte family creates pocket door frames renowned for their quality craftsmanship. Since 1965, their company A&F Wood has built a reputation as a fun, inclusive workplace. As a result of this winning combination, the company (and demand for their products) has grown rapidly. Their old website just couldn’t keep up. We leapt at the opportunity when A&F approached us to help renovate their internet home.
Our redesign focused on organization, simplicity, and ease of use. The doors that A&F create are often highly customized, so we made it easy for customers to find information. Revamped landing pages and listings clearly highlight features and specs. Updated photography and video elements showcase products and processes to drive interest. A new logo ties everything together behind a clean and professional image. We also provided comprehensive training and usage guides for A&F employees so they can keep their new site up to date going forward as they release new products.
The original A&F logo, a client-proposed version, and the final A&F logo.
All these elements are important, but they’re only half the story. The best products are the result of the efforts of great people. A&F Wood understands this well. Throughout the years, they have invested in their employees, striving for an inclusive workplace that gives everyone a fair shot at success. We honored this legacy by highlighting A&F’s history throughout the site. While A&F has been recognized on several occasions for their efforts toward workplace inclusion, the Kortes downplay them. They’re not doing anything special; they’re just doing what Al and Frank taught them.
Original A&F Wood home page.
Redesigned A&F Wood home page.
Original A&F Wood product page.
Redesigned A&F Wood product page.