Website Re-design – Handcrafted Organic Wool Mattresses, Natural Bedding & Home Décor

Home of Wool is looking for an experienced web designer to redesign the homepage of our website: https://homeofwool.com/ This initial project is limited to the homepage. Its purpose is to create a clearer, warmer and more cohesive introduction to Home of Wool while improving brand communication, product discovery and customer trust. Home of Wool creates handcrafted products from wool and carefully selected natural materials for sleep, family life, the home and travel. The redesigned homepage should help a first-time visitor quickly understand what we offer, why our materials and production approach are distinctive, and where they should begin exploring or shopping. The existing homepage already contains important content, including product categories, three distinct brands, material information, certifications, customisation options, selected products, customer reviews, craftsmanship, the founder story and educational resources. The central design challenge is to connect these elements through a stronger narrative and clearer hierarchy so that the homepage feels like one coherent brand experience rather than a succession of separate promotional sections. The redesign should give particular attention to: • Brand positioning and storytelling • Typography, font-size hierarchy, line height and text rhythm • Clear shopping and product-discovery pathways • Product categories based on customer needs • Differentiation between the three Home of Wool brands • Education about wool and natural materials • Craftsmanship, made-to-order production and custom sizing • Best sellers, selected products and genuine offers • Certifications and other verifiable trust signals • Customer reviews with clearly identified sources • Responsive behaviour, accessibility and mobile readability Visitors should be able to browse according to what they need—such as mattresses and bedding, baby and children’s products, natural home products, custom-sized products, fabrics and wool materials, or travel and camping products—without first needing to understand the full brand architecture. The homepage should also clearly distinguish between the three Home of Wool brands: Casa Alessandro offers tailored natural products with greater choice in dimensions, materials and personalisation. BASTA provides a streamlined collection of natural bedding essentials with a simpler selection process. Nomad Heat focuses on natural comfort for camping, overlanding, travel and flexible sleeping environments. These brands should feel connected by a shared Home of Wool philosophy while remaining distinct in purpose, audience and buying experience. The desired visual direction is natural, warm, tactile, calm, human, knowledgeable and premium without feeling distant. The experience should be educational without becoming clinical and commercially effective without allowing promotions to dominate the brand story. Photography should contribute to the narrative through a considered combination of lived-in environments, clear product imagery, material details, workshop processes, founder or maker portraits and authentic customer content. Typography should play a defining role in communicating hierarchy and creating an editorial character while remaining highly readable across desktop and mobile devices. The designer should retain creative freedom over the layout, composition, grid, spacing, section order, pacing and visual treatment. The brief (attached below) defines the communication priorities and required outcomes rather than prescribing a fixed homepage structure. The completed design should be responsive and accessible. It should preserve a logical reading order, maintain a clear semantic heading hierarchy, use meaningful and descriptive calls to action, provide visible keyboard states, avoid reliance on hover or colour alone, and keep important text and pricing information understandable for screen-reader users. A comprehensive homepage redesign brief is attached and available for download. It contains the complete objectives, content priorities, design direction, accessibility requirements, success criteria and competitor references. A separate Home of Wool Brand Design Reference document is also attached and available for download. It provides guidance on the existing colour palette, typography and visual identity. Upon successful completion of the homepage redesign, we would look to continue working with the selected designer on additional website templates. These may include collections/ category pages, product detail pages for customizable, variable and simple products, and journal listing and article templates.