The Franklin Report.com
Successfully led the digital transformation of Franklinreport.com, overhauling its outdated website into a sleek, user-friendly platform that boosted engagement and usability. Independently designed and launched an innovative portfolio creation tool exclusively for premium members, reflecting deep technical expertise. Managed an extensive library of high-end visual assets for top-tier design clients, ensuring seamless accessibility across projects. Additionally, directed the full design and UX/UI development of TradeWorks.works—a new platform connecting trade professionals with job opportunities. Also created a dynamic, flipbook-style portfolio tool tailored to artists, architects, and interior designers, elevating their ability to present work with impact.
The objective: To refresh and update a well-known website that provides high-end home design services.
My Role: Creative Director, graphic designer, and manager of the developing/programming team.
Project Duration: Starting in the spring of 2017 to final publishing in the fall of 2018, as the client had a vision that needed to be translated to the page.
The Challenge
The Franklin Report serves wealthy clients in South Florida, New York City, Los Angeles, Connecticut, and Santa Barbara, with many aged 50 to 70 relying on the annual printed version. The challenge was to modernize the site for non-tech-savvy users, while keeping the owner's strong vision intact. Updating the well-known portal for designers and home services took time.
Another major challenge was to develop and implement a tool for users to manage their own design portfolios, as until this point, any changes a client needed to make to their portfolios had to be done manually.
The Solution
I kept the general layout of the home page as close as possible to the original website so users familiar with the old site could still navigate. During the slow rollout of the new site, I updated the color scheme of the company logo and removed old-fashioned fonts whenever possible. In other site sections, I used a simple approach to the menus.
