Web Development & UX Design
Web Designer, Store Architect, SEO Strategist
Coey's Closet Website & Online Store
Project At A Glance
Client/Brand:
Coey’s Closet (coeyscloset.com)
Requested:
Build a completely new, modern, readable, and user-friendly website that integrates with their InkSoft online store.
Problems/Issues:
- Old site built in PHP, not responsive, and text-heavy with poor readability.
- Online store (InkSoft) had limited design flexibility, making SEO and branding difficult.
- Previous branding was stiff and lacked personality; SEO was nearly nonexistent.
Approach/Timeline:
- Rebuilt site on WordPress with Divi, restructuring all content into clear, digestible sections.
- Customized InkSoft storefront with HTML/CSS blocks, optimized categories, and tailored branding.
- Updated brand identity across website, store, and email marketing with a playful, approachable tone (“Own Your Vibe”).
- Timeline goal: ~6 months.
Results:
- Modern, responsive website optimized for browsing on all devices.
- Stronger SEO visibility through category restructuring and optimized headings.
- Unified, friendlier branding across digital touchpoints, improving user experience.
Tools & Tech:
WordPress, Divi Theme Builder, InkSoft, HTML/CSS, Affinity Designer, Notion.
Project Overview
Introduction
Coey’s Closet, a custom apparel shop in Joliet, IL, needed to replace its outdated PHP website with a modern, user-friendly site that matched the energy of their brand. Their old site was dense with text, lacked mobile responsiveness, and offered little SEO value. Alongside the website redesign, their InkSoft-powered online store also required a refresh to improve usability and visibility.
Process
I developed a new WordPress site with Divi, restructuring their extensive content into concise, browsable sections. The homepage was designed as a high-level showcase, linking to the online store, design studio, and Exclusive Partner Online Stores (EPOS). I added a Resource Hub for detailed customer information (help center, application methods, promotions) and a Knowledge Hub for FAQs and blog content. On the InkSoft side, I pushed the platform’s limits with custom HTML/CSS blocks, SEO-focused headings, and restructured categories for easier navigation. I also led a branding refresh — updating logos, creating new taglines, and shifting their voice to a friendlier, approachable style, reinforced across email marketing.
Outcome
The result is a clean, modern site that’s responsive across devices, SEO-optimized, and easier for customers to browse. The online store is more engaging and discoverable, and the branding shift to “Own Your Vibe” resonates across website, store, and communications. Coey’s Closet now has a platform that supports both immediate sales and long-term growth through better usability, visibility, and branding cohesion.
New Website Home Page
New Storefront
Old Storefront
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