Process – step 1
Research and direction
The work began with gathering reference images and understanding what competitors and similar companies were already doing. The moodboard reflects the initial direction the client showed interest in: stripped-back, substantial, and grounded.
Process – step 2
Structure and strategy
Alongside the visual work, I developed a site structure. The goal was to think through page hierarchy, navigation logic, and SEO strategy before the design work got fully underway. The structure placed service pages and reference project pages at the core – the pages most likely to drive visibility on Google and communicate most clearly what the company does.
Process – step 3
Visibility as a shared goal
Initially, the client hadn't set clear goals for the website. Part of my work became helping him articulate what he actually wanted to achieve. Together we landed on service pages and reference project pages as the core of the SEO strategy – well-structured content that Google can index and that potential clients can find.
I carried out keyword research and advised on how the copy should be written. The client authored the editorial content himself, while I implemented heading structure and meta texts to give the site a solid technical foundation.
I carried out keyword research and advised on how the copy should be written. The client authored the editorial content himself, while I implemented heading structure and meta texts to give the site a solid technical foundation.
Process – step 4
Finding the right tone - back and forth
The biggest challenge turned out to be tone, not technology. The client came in with clear reference images pointing toward a stripped-back, minimal aesthetic. I worked from that direction and delivered a first design concept. But somewhere along the way, the client had started thinking differently. Something more playful, more distinctive, more theirs.
It's a situation most designers recognise: clients often don't know exactly what they want until they see what they don't want. I set the sketch aside and started listening again. What was the client really trying to communicate? The answer was: stand out.
It's a situation most designers recognise: clients often don't know exactly what they want until they see what they don't want. I set the sketch aside and started listening again. What was the client really trying to communicate? The answer was: stand out.
Process – step 5
Colour, typography, and a 1960s sensibility
Once I understood the client wanted character and colour, I turned to their own project portfolio for inspiration. The images they shared told a clear story: the architecture and design of the 1950s and 60s. That gave me a direction.
I chose three primary colours – green, yellow, and red – and gave each its own territory on the site. Green for the homepage and general pages, yellow for reference projects, red for services. Colour tells you where you are on the site. Typography and other design choices drew from the same era.
I chose three primary colours – green, yellow, and red – and gave each its own territory on the site. Green for the homepage and general pages, yellow for reference projects, red for services. Colour tells you where you are on the site. Typography and other design choices drew from the same era.
Solution & results
A site the client truly owns
A key requirement was that the client should be able to manage the site independently - without risk of breaking the design. I used ACF (Advanced Custom Fields) together with Oxygen Builder to create a flexible editorial interface. The client can add reference projects, update copy, and swap images entirely on his own.
The result is a website that reflects Tidevarv Byggnadsvård's personality: colourful, substantial, and a little different. A site that stands out in an industry that often communicates in exactly the same way.
The result is a website that reflects Tidevarv Byggnadsvård's personality: colourful, substantial, and a little different. A site that stands out in an industry that often communicates in exactly the same way.
"I got in touch with Matilda through a friend who recommended her, and I was very satisfied with her help with my website. Professional, fast, and attentive. If I need help in the future, I will certainly contact her again."
- Anton Björklund, Tidevarv Byggnadsvård AB
Reflection
What I've learned
If I were to do this project again, I would invest more time in the brief at the outset – not because the client was difficult to work with, but because a more thorough discovery phase would have saved time for both of us. Iterating on design is a natural part of the process, but the more you understand about the client's true vision early on, the smoother the journey.
This project reminded me of the value of listening beyond what a client says – and into what they actually mean.
This project reminded me of the value of listening beyond what a client says – and into what they actually mean.