Furniture maker
A catalogue that reads like a workshop.
New catalogueOld catalogueGave every piece its own page — the brief, the timber, the making, the detail.
- +31%
- Commission enquiries
- 3.5 min
- Median time on a piece page
- 18
- Pieces documented at launch
Sell the way Halden actually sells — on the maker and the material — instead of looking like every other online furniture shop.
A content model built around piece → materials → process → gallery. Workshop photography carries the same weight as the studio shots, and a commission form is attached to every piece, pre-filled with its name.
Enquiries are up and better-qualified. People arrive already knowing which piece they want and roughly what it will cost.
Ordered by material, not by category
Halden’s work is bought on trust — the joinery, the timber, the person who made it. The old site showed a finished photo with a price and nothing else.
Every piece now gets its own page: the brief it was made against, the timber and where it came from, the making in progress, and the detail shots that matter to someone spending real money. The catalogue is ordered by material and process, not by product type, so an oak commission and an oak side table sit together.
Photography direction was half the job. The workshop images — shavings, clamps, a half-finished carcass — do more selling than any of the studio hero shots, so they lead each page.
“People email about a specific chair now, not "do you do chairs".”
Founder
