Just Decking

“We need a brand that screams ‘we specialise in decking’ and a site that makes buying decking as easy as possible for DIY’ers.

The home improvement sector boomed during COVID, this includes the sale of decking and landscaping products.

Our client Fulham Timber needed to develop a brand that specialises in decking and a website that takes the stress out of buying decking that can cope with high traffic as a result of this boom.

Teamwork makes the dream work. Our branding and e-commerce teams put their thinking caps on and went full Throttl(e).

Our branding team got to work with designing six concept brands based on thorough market research within the sector and put them all to the test by bringing in focus groups.

Our e-commerce team was driven to make the product as easy to understand as possible and make the journey as flawless as can be by creating twelve wireframes, and testing out a whopping twenty-four user journeys, to come up with the ultimate layout and features list.

The brand Just Decking was born, the website was launched, and the sales returned the investment on the website within two weeks.

Our branding team came up with the name Just Decking, a name that tells the customer ‘ this is what we sell, and we specialise in it’.

The logo features the letter ‘E’ in a fresh green colour which our team has dubbed ‘Just Green’. The E has been formed by three horizontal decking shaped lines making the ‘E’ resemble a deck. The contrasting grey used for the other letters in the logo gives this brand a modern and fresh look.

The website is aimed at DIY’ers who may not have much product knowledge or experience in buying building materials. As a result, our e-commerce team came up with a design that takes away the trade’y feel from a traditionally trade-based product.

They implemented Apple Pay to make checkout as familiar and seamless as possible and designed a checkout journey that flows without being overbearing.

The product pages contain all the information an end-user would want to know in an easily digestible and engaging manner, ensuring DIY customers do not feel lost or alienated.