CASE STUDY • Portfolio • Content Strategy & Design • Copywriting • Brand Voice
q|co brand website
CHALLENGE //
In 2015, Flitch Design Studio purchased a CNC and launched third-party manufacturing services to offset the investment. As a new company in the Denver design community, this positioned us as a manufacturing resource rather than a design firm.
OPPORTUNITY //
Regroup and rebrand. In 2018, we closed Flitch Design Studio and reopened as q|co design, marking a significant change in our business model. To support the launch, I created the branding, website, and marketing materials.
ROLE
Business & Brand Development • Market Research • Copywriting • Web Design • Project Management
COMPANY
q|co design
TITLE
Co-Founder & Designer
TOOLS
Square Space • Mailchimp • Illustrator
COMPLETED
2019
Image: q|co founders Jason McCloskey and Trystin Sova / Image credit: Matthew Staver
OBJECTIVES //
Focus on high-end furniture, lighting, and object design
Phase out custom and third-party manufacturing services
Build an exclusive product portfolio with limited customization options
Establish clear B2B and B2C sales channels
Develop collaborative trade partnerships with architects, interior designers, procurement specialists, etc.
Grow brand recognition and trust
RESEARCH // INTERVIEWS
To begin, I conducted a series of interviews with architects and interior designers.
RESEARCH // COMPETITIVE AUDIT
Competitors
I also audited the websites of local, national, and international design firms, many of which were ‘aspirational’ competitors, characterized by:
Extensive product portfolios
Regular product launches
Clear channels for B2B and B2C sales
Comprehensive trade programs
Strong web presence
High esteem within the design community
Questions
Content: What are the key messages and value statements? How is the content organized? Any words or terminology of note?
Site architecture: What information is included? How is the navigation structured? What is the hierarchy of content?
User experience: How does it feel? Does the experience align with the brand? What features or elements stand out?
Sales flow: Do they offer a trade program, direct sales, or customizations? How are the pathways defined?
Insights
Make collaboration easy! Trade program. Spec sheets. CAD files. Material samples.
Focus on story. Who are we as designers? As a company? What do we prioritize and value?
Organize content by audience: B2B, B2C, press.
Reduce friction in the sales flow with specifications and clear CTAs.
To establish trust: Set clear expectations and meet them. Write Terms and Conditions.
Hide custom (gallery and sales flow) in Trade Program content: B2B only.
Craft a quiet but emotive UI: Beautiful images. Simple palette. Intuitive navigation. Minimal copy.
Craftsmanship is a significant part of our value proposition but secondary to high-end design.
SITE ARCHITECTURE //
Inventory of navigation structure and terms
q|co top navigation with shop categories
q|co bottom navigation with newsletter signup
q|co contact page
q|co terms & conditions
MESSAGING // VALUES
the spirit of inquiry • thoughtful manufacturing • sustainable design • skilled craftsmanship • curiosity and collaboration • reverence for natural scapes
MESSAGING // KEYWORDS
Beauty
Inquiry
Collaboration
Craftsmanship
Sustainability
Innovation
Wonder
CONTENT // INQUIRY
q|co is a Colorado-based design and manufacturing house born from the spirit of inquiry
Structured to advance individual design within a collaborative environment, q|co invites designers to push boundaries and create unexpected forms that defy the parameters of precedent.
CONTENT //
Thoughtful manufacturing
q|co merges skilled craftsmanship with modern technologies to produce high-end designs built to last for generations.
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q|co designs accentuate, rather than mask, the characteristics of raw materials. Many of our products are inspired by natural scapes. And, though we like to stretch the boundaries of materials' capabilities, we also respect inherent characteristics and take necessary steps to ensure lasting quality for each design.
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Our products are made from sustainable materials, including domestic wood, non-toxic finishes, LED lights, and recycled metal. We also opt for biodegradable shipping materials, avoid plastic whenever possible, compost excess wood, and use wind power to run our shop. These decisions are a small part of an ongoing effort to protect and heal the natural environment.
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As a design and manufacturing house, q|co places ideation alongside fabrication, fostering a wholly integrated approach to product development. Our model is built around the iterative process and ensures that both the inventive spirit of design and the vision or objectives driving a particular concept remain at the forefront of every decision.
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Most q|co products are manufactured in-house through a combination of skilled craftsmanship and modern technologies. When outsourcing or collaboration is required, we seek local artists and makers to help realize the construction of high-end designs. By working locally, we can minimize the carbon footprint created through manufacturing while fostering sustainable careers for local makers.
CONTENT // COLLABORATION
MARKETING //
Envision q|co design …
After launching the website, I led targeted marketing efforts while Jason managed social media.
Some of our marketing assets leveraged perspective, inviting clients to visualize q|co designs in their projects or spaces. We also participated in multiple design events, including Design in Bloom.
Transparent postcards allowed leads to visualize q|co designs in their projects.
Miniature chairs were constructed for top customers and leads.
Our submission for Design in Bloom 2019 won the Popular Choice Award.
I developed a pattern for business cards and branding.
IMPACT //
Through content marketing and direct outreach, we secured 160 newsletter signups, 60 new clients, and $250K in sales over the course of two years.
Between 2018 and 2023, total website visits and unique website visitors increased by approximately 45% year over year.
By 2023, B2B sales accounted for more than 90% of annual revenue. In the same year, q|co design merged with Art Builders Guild to become Studio Møbler.
While much of the work remains custom, q|co (now Studio Møbler) designs all of the pieces sold rather than fabricating other designers’ work.
The Wing Chairs by Jason McCloskey