Case Study
Sawset Pro — Brand Refresh & Web Design
Client
Sawset Pro
Year
2026
Role
Brand Designer
Presentation Designer
UX/UI Designer
Web Designer
WordPress Developer
Deliverables
Brand Analysis
Brand Strategy
Creative Direction
Brand Guidelines
Website Redesign
WordPress Development
Hosting & Migration
Marketing Collateral
Tools Used
Microsoft PowerPoint
Figma
Adobe Illustrator
Adobe Photoshop
WordPress
Elementor
What happens when precision meets design?
A freelance brand refresh and web design project for Sawset PRO, an Ontario, Canada based woodworking tool brand. I worked directly with the founder, leading the project from strategy through execution.
The product was built for carpenters. My challenge was to ensure the brand and digital experience communicated that same precision from the first impression to the final click.
01 Challenge
Understanding the Client & the Problem
Sawset PRO had a strong product, but its brand and website didn’t fully reflect its quality and precision. The website needed better structure, clearer communication, and improved usability.
I started by analysing the existing brand, product positioning, website, and user experience to identify key opportunities for improvement.
The Goal
01 Strengthen the Brand
Create a clearer and more confident brand identity.
02 Fix the Usability
Redesign the website around user needs and a simpler experience.
03 Build Awareness
Create a scalable visual system for future marketing.
I approached the project as a brand + digital experience transformation, rather than simply a visual redesign.
02 Brand Strategy
Defining a clear & confident brand direction
The goal was to position the brand as precise, authentic, confident, and premium, while keeping the communication simple and approachable for its core woodworking audience.
The strategy established a clearer direction for the visual identity, messaging, website experience, and future marketing activities
Brand Attributes
Precision | Authentic | Confident | Premium
Positioning
Precision measurement made simple for professional woodworkers, contractors, and serious DIYers.
Messaging
Making professional-level precision feel simple and accessible.
03 Creative Direction
Translating strategy into visual direction
Based on the brand strategy, I developed the creative direction using Moodboards & User Persona to define the visual style, personality, and overall brand experience.
The creative direction was designed to communicate:
- Precision without complexity.
- Professional quality without feeling intimidating.
- A premium product with an authentic woodworking connection.
The direction was then translated into a consistent visual system across the brand identity, website, packaging, social media, and future marketing materials.
04 Brand Guidelines
Defining consistent brand guidelines
Based on the moodboards and user persona, I developed the visual system and brand guidelines to bring the Sawset PRO strategy to life.
The system defined the colour palette, typography, patterns, photography style, logo usage, and visual language, creating a consistent and recognizable brand across all touchpoints.
The guidelines provide a clear and scalable foundation for the website, packaging, social media, and future marketing materials.
05 Product Photography
Bringing the brand personality to life
Based on the creative direction, I created AI-generated product photography for Sawset PRO, using the brand’s visual language to create a consistent look and feel.
The photography was designed to reflect the brand’s precision, confidence, craftsmanship, and premium quality, while showcasing the product in authentic woodworking environments.
06 Website Redesign
Designed from scratch around the new brand.
The website redesign was not simply a visual refresh.
It was completely redesigned from the ground up using the new brand guidelines.
I started by analysing the existing website and understanding the needs of its primary users. Based on the findings, I developed the information architecture to create a clearer content structure and user journey.
Before developing the website in WordPress, I created the wireframes and UI design in Figma to define the navigation, visual hierarchy, and user flow.
07 WEBSITE DEVELOPMENT
From Figma to WordPress
The approved design was developed in WordPress using Elementor page builder.
The final website brought together the new brand identity, UX structure, responsive design, content, contact experience, and purchase journey into one cohesive digital experience.
08 Hosting & Website Migration
From design to launch
As part of the project, I also supported the technical transition from the previous website environment to the new WordPress website.
Hosting Setup
→ WordPress Configuration
→ Content Migration
→ Domain / DNS Coordination
→ Form & Payment Integration
→ Responsive Testing
→ Launch
This ensured the new experience wasn’t just designed; it was successfully moved into a working digital environment.
09 Marketing Materials
Bringing the brand into marketing
To support the refreshed brand, I developed marketing collateral using the same visual language established in the brand guidelines, ensuring consistency across customer facing communications.
The system can be extended across:
- Social media graphics
- Promotional banners
- Product communication
- Digital advertisements
- Marketing presentations
- Product sheets
- Campaign materials
- Other future promotional assets
THE RESULT
A stronger brand. A clearer experience. A foundation for growth.
The Sawset PRO project evolved from a brand refresh into a complete brand and digital experience transformation.
Precision in the product. Precision in the experience.
Before & after the transformation
Drag the slider to see how the original client supplied slide was redesigned into a polished, brand aligned presentation deck.
