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Top Notch Transformations
Top Notch Transformations is a residential construction company in the heart of Indianapolis, Indiana area. One of their business goals was to put more energy into their marketing and digital presence. I was hired to help them manage their Facebook account and create a website.
Top Notch Transformations had several problems they wished to solve. These problems are highlighted in the section below.
Type of Project
Web Design • Digital Design • Brand/Identity
Completed
January 2022​
Problem Space
They were having trouble finding exceptional and reliable subcontractors
Potential clients had trouble finding information on Top Notch, some of which questioned their credibility
They didn't have a space to present their online portfolio
Proposed Solutions
Create a career page with open positions with a form that allows potential candidates to upload their resume and photos of their previous work in order to weed out possible low-quality candidates
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Add contact information/form on website with easy accessibility to potential new clients, create an about page and our story page to raise credibility of Top Notch Transformations
Create several gallery pages with photos of their work, categorized by the type of work TNT wants to attract
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01 Branding
I conducted a branding workshop with the Top Notch partners. Top Notch had already had a logo, but they lacked the crucial ingredients of a substantial brand identity. I sat them down to do a few exercises and asked some questions to facilitate ideation.
What words and phrases would you use to describe TNT?​
Keywords: respectful, reliable, mindful, high quality, resourceful, gratitude, growth, persistent, When others can’t, we can, transform your living space into a home, personable, intimate, memorable, pleasant, unique, tailored service, long-term relationships, honesty, extending grace, gratitude, appreciation not expectation, integrity over profit, complete transparency, mindfulness
What is the impact TNT has on the world?
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Improve the lives of homeowners
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Improve lives
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Transform living spaces
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Transform the construction/home-remodeling industry
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Earn the respect and trust of clients and contractors
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Create/curate a tailored experience
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Exceptional craftsmanship
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Places integrity over profit
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Offer full transparency
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Build long term relationships
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Custom transformations
Who is TNT's audience?
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Hoosiers clients
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Indianapolis and surrounding area homeowners
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Subcontractors
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Suppliers
How will TNT create the impact above?
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transforming living spaces with persistence and exceptional quality of work
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earning the respect and trust of our customers, suppliers and subcontractors through full-transparency
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offering full-transparency to our customers, suppliers and subcontractors
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putting integrity over profit building relationships on complete transparency, integrity and consistency
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curating a personable experience transforming their living spaces with diligent and and exceptional craftsmanship
We proceeded to put together mission statements using the answers to the who, what, and how questions above. See what we came up with.
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Our mission is to improve the lives of homeowners by transforming their living spaces with diligent and and exceptional craftsmanship. We earn the respect and trust of our customers through complete transparency and by placing integrity over profit.
Our mission is to transform the construction industry by earning the respect and trust of our customers, suppliers and subcontractors through complete transparency.
Our mission is to transform the construction industry by offering full-transparency to our customers, suppliers and subcontractors.
Our mission is to to transform the construction industry by building relationships on complete transparency, integrity and consistency.
Our mission is to transform the construction industry by putting integrity over profit. We value building long-term relationships (with homeowners, suppliers and subcontractors) on full-transparency.
Our mission is to transform the construction industry by building relationships on trust, respect and full-transparency. We always put integrity over profit.
Our mission is to build long term relationships with homeowners by curating a personable, honest and tailored remodeling experience.
Our mission is to provide exceptional work, custom transformations and full-transparency while building long-term relationships with homeowners.
Our mission is to provide honesty, full-transparency and respect in our relationships with partners, suppliers, and subcontractors. We are focused on building long-term and meaningful relationships that encourage open communication.
Our mission is to earn the respect and trust of clients through full transparency. We put integrity over profit.
Our mission is to grow and support the finest people in the construction industry in order to provide our clients with the most exceptional experience.
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Gratitude is a state. Being thankful every day is our way of life.
Grace is our opportunity to see people as the wonderful, incredible, imperfect beings that we all are.
Resourcefulness is a state in which ALL things become possible.
Integrity is doing the right thing knowing that no one may ever look or notice.
Growth is the compelling force that drives us to achieve more than we ever thought was possible.
Contribution is the key component to living a fulfilled life.
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02 Sketches
I always start a project by sketching out various ideas I have for a website. As a designer, I can be quite the perfectionist. Sketching is an easy way to flush out my ideas without spending too much time on the quality. I won't bore you with all my sketches. I just included one.
03 Wireframe
From my sketch, I created a functional wireframe in Adobe XD to present to the Top Notch leadership. I was able to show the user journey through each of the web pages. This was a more refined way of presenting and communicating my ideas to them.
04 High-Fidelity Mock-Up
Below you will see the high-fidelity mock-up I presented to the partners before the design was approved. I was given a bunch of edits from here to there. You will see a big difference in the final deliverable.
05 Final Deliverable: Website
View the finished product here.
Visual Styles & Components
I had an absolute blast creating a brand identity for Top Notch Transformations in this digital space. I chose the color palette based on the logo that Top Notch already had.
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I used a bright red for elements of importance like call to actions. The text is black against the white and grey backgrounds to increase the legibility. After all, most of their target audience is older adults. The dark grey in the palette is chosen for the footer image and the overlay of all the hero images.
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I added the textures to create some visual interest when scrolling through the page. The darker red texture shows that the information is important, without the boldness of the bright red in the color palette. If you look closely, you can see a light blueprint vector image in the background. The grey texture is a vectorized blueprint image.
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As for typography, I chose Oswald Regular for the headers and Work Sans Regular for the paragraph text. Oswald was chosen because it mimics the same condensed typeface used in the logo.
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All imagery used was taken by their founder, Kevin Lancaster. He had over 10,000 photos from job sites over the past 6 years. Read more about Kevin in the bio I wrote here.
Welcome to the homepage!
This is one of six gallery pages that showcases their previous work.
I wrote the Our Story and each of the partner bios.
The casual partner pictures and bios are intentional. Top Notch wanted their personalities to really show through the screen.
Welcome to the career page!
This video was also created by myself as apart of the intiative to hire high-quality candidates. Kevin, the founder, speaks on what TNT looks for in new contractors.
05 Conclusion
Overall, this project went over smoothly. I love working with such down to earth and passionate people like Top Notch's partners. They have made this whole process so enjoyable.
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This website is only part of the work that I do for Top Notch Transformations. Most of the problems I outlined above are also being solved in other digital spaces. Currently, I manage and create custom content for all of their social media channels. I also have created some promotional video work for them.
