EasyClosets Brand + Digital Experience Transformation

Project Overview

EasyClosets had established itself as a leader in online custom closet design, but as customer expectations evolved, the brand needed to better reflect the way modern homeowners wanted to approach complex DIY projects.

The opportunity was to transform EasyClosets from a traditional DIY solution into a more supportive Do-It-With-Me experience, empowering customers to confidently create personalized spaces with expert guidance when needed.

The transformation included a complete brand evolution, redesigned digital experience, and new customer and designer workflows that supported the full journey from inspiration to installation.

The Challenge

Creating a custom closet requires customers to make many decisions: understanding their space, selecting configurations, visualizing their design, and feeling confident moving forward.

Research revealed an opportunity to better support customers who wanted independence but still valued guidance throughout the process.

The challenge became:
How might we create an experience that makes customers feel capable, supported, and confident while designing a highly personalized product online?

My Role

As the lead designer, I owned the end-to-end design evolution of EasyClosets, partnering with marketing, development, sales, and business stakeholders.

My responsibilities included:

Brand strategy and visual identity
Logo redesign
Typography and color systems
Brand guidelines
Website redesign
Customer journey mapping
User flow design
Proposal experience design
Design system creation
Marketing campaigns
Email experiences
Sample kit redesign

Research & Strategy

To better understand customers and redefine the EasyClosets audience, we partnered with Beall Research to evaluate customer motivations, needs, and perceptions.

The research helped identify a key opportunity:
Customers didn't necessarily want to complete the process entirely alone. They wanted the confidence of DIY ownership with the reassurance of expert support when needed. This insight shaped the new Do-It-With-Me positioning.

Brand Transformation

The new brand identity was designed to communicate:

Calm
Making a complex home project feel approachable and manageable.

Confidence
Helping customers believe they could successfully complete their project.

Boldness
Creating a brand that felt modern, capable, and differentiated.

I developed a complete visual system including:

New logo
Typography
Color palette
Brand guidelines
Photography direction
Digital design language
Marketing applications

The new identity created a foundation that could scale across every customer touchpoint.

Designing for Two User Experiences

One of the biggest challenges was designing for two connected audiences:

The Customer
A homeowner looking for inspiration, guidance, and confidence while creating their custom closet.

The Designer/Admin
A closet designer responsible for reviewing requests, creating proposals, and communicating solutions back to customers.

The experience needed to support both sides of the journey.

Customer Journey & Proposal Experience

I collaborated on user flows that connected:

Customer request
↓
Designer receives request through Salesforce
↓
Designer creates proposal through EasyClosets admin experience
↓
Customer reviews personalized design
↓
Customer moves forward with purchase

The proposal workflow required designing an experience that balanced internal efficiency with a polished customer-facing presentation. This included considering:

How designers create proposals
How information is organized
How customers understand recommendations
How the experience builds trust and confidence

Digital Product Experience

The redesigned EasyClosets experience brought the new brand strategy into a complete digital ecosystem. Key improvements included:

Customer-facing experience

Improved navigation and content hierarchy
More guided discovery
Clearer paths to design assistance
Interactive design experiences

Designer experience

Streamlined proposal creation
Improved workflow clarity
A system that supported efficient customer communication

Solution

The final experience unified brand, product, and customer journey into one cohesive ecosystem.

The redesign connected:

Brand identity
Website experience
Design tool
Proposal workflow
Sample kit
Email marketing
Social campaigns

Creating a consistent experience from first inspiration through final purchase.

Impact

EasyClosets was one of the company's strongest-performing sales channels, ranking second among 13 company channels.

The rebrand and digital transformation were designed to strengthen customer confidence, improve the online experience, and support growth within the emerging Do-It-With-Me market.