Mad Moose Designs

In 2020, I worked with Mad Moose Designs, a custom print shop in Cato, New York, to redesign and rebuild their website. The business specialized in digital printing on vinyl, cut vinyl, screen printing, direct-to-garment printing, sublimation, and embroidery, but their existing DIY website did not fully reflect the quality, personality, or customer experience they had built in person.

My goal was to create a more polished, branded, and flexible online presence that could communicate the range of their services, showcase their work, and give customers a clearer sense of the people and story behind the brand.

Design Strategy

The redesign focused on turning the website into an e-commerce experience that would highlight Mad Moose Designs’ services, product categories, featured work, community involvement, and brand story.

The site included dedicated sections for products, services, past work, and giving back, along with an About page that helped tell the personal story behind the business. One important part of that story was Max, affectionately known as “Max-a-moose,” the dog who inspired the shop’s name. That personal connection became part of the site’s identity and helped give the brand a more memorable, human feel.

UX/UI Design and Visual Direction

After reviewing the existing website and identifying opportunities for improvement, I created a complete user experience and visual design in Figma. The design balanced a grungy, creative print-shop aesthetic with a cleaner and more professional presentation.

Paint-splotch accents, expressive section transitions, bold imagery, and clear page layouts helped connect the site’s visual language to the hands-on nature of the business while still making the experience easy to navigate.

WordPress Development

Once the design was approved, I developed a custom WordPress theme using the Underscores starter theme as a foundation. The site was built with custom post types and editable fields so the client could manage products, services, work examples, and other content independently over time.

The final build gave Mad Moose Designs a stronger online home, one that better reflected their creative identity, explained their capabilities, and supported future content updates. A walkthrough of the original Figma prototype is featured on this project page, and the live shop can be visited at thatmadmoose.com.