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CASE STUDY: Commander's Mansion

Scope

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Role: Lead Designer | UX/UI, Visual Design, Information Architecture, Content Strategy

Scope & Timeline: 3‑month build + ongoing iterations · Adobe InDesign, Wix, Miro​​

Challenge

  • 10‑year‑old site with poor SEO, no mobile/ADA support, and minimal imagery

  • No cohesive brand; frequently confused with other historic venues

  • Sales team buried in repetitive questions from unqualified leads

  • $5 k/yr spent on paid wedding listings to offset weak organic traffic

Approach

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  • Conducted guerrilla user research from sales calls to define core personas (80 % wedding planners) and top tasks (pricing, photos, policies)

  • Created full visual identity (custom illustrated logo, type palette, monochrome scheme) reflecting both historic and inclusive positioning

  • Built mobile‑first, ADA‑compliant site in Wix; clarified navigation (“Investment,” “Gallery,” seasonal image sets, FAQ)

  • Embedded SEO keywords and consolidated hosting to cut middle‑man costs

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Design Choices

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  • Created inclusive, historically inspired branding for a municipal wedding venue, balancing broad appeal with heritage authenticity

  • Designed custom logo suite including main identity (wax seal motif) and sub-brand ("Friends of the Mansion" volunteer group)

  • Selected fonts and color palette to reflect 19th-century roots while ensuring clarity and accessibility

  • Developed image strategy showcasing seasonal event photography to help clients visualize the venue across styles and seasons

  • Prioritized inclusive imagery and above-the-fold visuals to increase user engagement and emotional connection with the space

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Results

A lean, research‑driven redesign that turned a budget‑constrained municipal estate into a self‑sustaining, premium event brand.

  • ​2× increase in organic traffic within eight months — eliminated $5 k annual ad spend

  • 53.8 % rental‑rate lift after repositioning as a luxury venue

  • Dramatic drop in repetitive inquiries; sales team focuses on qualified prospects

  • Venue projected to record its first profitable year in 20 years

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