Rationel’s UK market growth was stagnant. The existing brand failed to resonate with the target audience, and the website didn’t accurately reflect their values. A new website overhaul was needed and a reimagining of their visual identity and messaging through photography and tone of voice.

To propel growth within the UK market, the client wanted to launch a new chapter by modernising the Rationel brand. This included updating the website to accurately reflect the values and resonate with their target audience, as well as reimagining the visual identity and key messaging via photography and tone of voice.

I led the discovery process during an intensive one-day UX workshop with the client, enabling me to rapidly define the core Rationel customer segments. My data analysis revealed that aspirational homeowners and project builders were key, with approximately 40% being self-builders undertaking projects ranging from 5 to 100 houses annually.

A key persona emerged from this UX workshop:

We want to deal with people who want to build proper homes for proper people, by this we mean self builders/renovators and those who aren’t building ‘standard’ mass market homes.

Six months post-launch, client analytics revealed a significant 25% increase in interest from potential clients, buyers, and distributors, attributed to the new lead generation form.

Despite this success, the project faced challenges. Securing client homes for photography proved difficult, resolved by showcasing the Managing Director’s residence.

Additionally, implementing a Swiss grid design required navigating CSS limitations to maintain functionality across devices.

I designed a new, modern website for Rationel, a high-end bespoke window and door manufacturer. My approach was rooted in Swiss grid based design, drawing inspiration from Scandinavian lifestyle and thinking, to create a user-centric and elegant experience across both desktop and mobile platforms.