CASE STUDY / WEB DESIGN & BRAND STRATEGY
Greenleaf Nibert
A website with a story to tell.
Brand direction · Website development · Content strategy · SEO
September 2026
More than a redesign.
When John Nibert approached me about a new website, he already understood that his online presence no longer reflected the quality and complexity of his work.
01 / THE STARTING POINT
A website that had served its purpose.
Built over a decade ago, the original website established an online home for John’s business. But the business had grown beyond what the site communicated.
Original website, circa 2010s
02 / DISCOVERY & DIRECTION
Finding the story behind the work.
The farm. The timber. The tools. The education and technical expertise. The details that make John's approach distinctive became the foundation for the new site.
03 / VISUAL IDENTITY
Drawn from the past, designed for the present.
The updated visual identity needed to reflect both the craftsmanship and character of Greenleaf Nibert, bringing a fresh perspective while maintaining a connection to its roots.
Building the Visual Identity
The visual direction grew from John's relationship with the land and the materials he works with. Drawing inspiration from 1970s forestry and environmental publications, I developed a simplified typographic logo and an earthy palette that builds on the original branding.
Deep green and olive provide continuity, while burnt orange, ochre, muted blue, and warm neutrals add warmth and vintage character. The result is a fresh, understated presentation that reflects the business without competing with the work itself.
04 / DESIGN & DEVELOPMENT
Making the work visible.
A curated portfolio and purposeful content bring John's craftsmanship and capabilities into focus, making it easier for prospective clients to discover and explore his work.
05 / THE RESULT
A website that works.
The new website gives Greenleaf Nibert a stronger online presence that builds credibility, works for John in the background, and creates opportunities for future business.
The finished website is a much more complete representation of Greenleaf Nibert, integrating John's craftsmanship, technical knowledge, and personal story in a way the original site couldn't fully communicate.
Visitors can explore John's work, learn about his approach, and better understand what distinguishes Greenleaf Nibert. Thoughtful navigation and responsive design make that experience accessible across devices, while the underlying search strategy helps connect the business with people looking for its services.
What began as a request for an updated website became an opportunity to reconsider how the business presents itself, communicates its value, and reaches prospective clients. The result is more than a new look: it's a useful, adaptable foundation that can continue to serve Greenleaf Nibert as the business evolves.
Behind the Build
Search & Visibility
Search strategy, SEO-focused content, page metadata, image optimization, and structured data.
Content & Navigation
Information architecture, internal linking, FAQs, and clear paths to inquiry.
Custom Development
Squarespace customization, custom CSS, responsive galleries, and mobile refinements.
Launch & Handoff
Domain migration, SSL, launch testing, and a personalized video walkthrough to help the client confidently navigate and manage the finished website.
“Karri exceeded expectations for the website she built for my business. She truly took the time to understand the specifics of my business, my industry and to tailor a website to meet my needs.”