Brand System & Search Architecture • 2026
Stone & Stud
A brand and website for a Sydney carpentry business, built around the search structure first — so the site launches already able to compete for the terms its customers actually type.
Client
Stone & Stud Carpentry
Industry
Construction / Residential Carpentry
Year
2026
Platform
Service business website with per-service landing pages
Visual showcase
A closer look at the design, structure and digital experience.
Project overview
From business need to digital system.
Stone & Stud Carpentry is Adam Bath's residential carpentry business, working across Sydney from a base in the Eastern Suburbs. It had a business plan, a defined scope and a decade of trade experience, and no brand, no website and no search presence. Oasis Digital built all three: the identity, the site, and the search architecture underneath it.
Challenge
A carpentry business does not get found by ranking for "carpenter". It gets found by ranking for "deck builder eastern suburbs", "pergola builder sydney" and "hardwood fencing quote" — dozens of specific, high-intent searches that each deserve their own page. Most trade websites collapse all of that into one Services page and then wonder why they only ever get found by name. On top of that, three very different audiences — homeowners, builders subcontracting work, and commercial clients — need to be spoken to differently without splitting the business into three brands.
Solution
We started with the marketing plan, not the design. That produced a keyword and service map which became the site's architecture: six service pages, each targeting its own search cluster with its own copy, materials detail and FAQs, plus separate routes for builders and commercial enquiries. The brand system was then designed to fit that structure rather than the other way round. Every page ships with Service, FAQPage and BreadcrumbList schema, and a LocalBusiness record in the layout. The homepage hero is a scroll-scrubbed walkthrough of a house — street, side, back, pergola — built from video frames so it stays sharp without shipping a heavy autoplaying video.
What we delivered
The key systems, assets and improvements created for the project.
Brand identity and guidelines
Logo system, colour palette, type roles and a full written brand guideline document, built from scratch for a business that had no visual identity.
Search-led site architecture
A keyword and service map produced before any design work, which set the URL structure, page count and internal linking for the whole site.
Six service landing pages
Decking and stairs, pergolas, fencing and gates, screens, exterior carpentry and general carpentry — each with its own copy, materials detail, FAQs and schema.
Audience routing
Dedicated paths for homeowners, builders and commercial clients, so each reads the version of the business that is relevant to them.
Scroll-scrubbed hero
A pinned walkthrough of a house built from extracted video frames, with automatic quality tiers so the experience degrades gracefully rather than shipping a multi-megabyte video.
Qualifying enquiry flow
A form that captures suburb, service, timing, budget band and decision authority, matching the pre-qualification criteria set out in the marketing plan.
Project impact
Designed to create long-term business value.
Six service landing pages, each targeting its own search cluster rather than one generic services page.
Three audience routes — homeowner, builder and commercial — served without fragmenting the brand.
Service, FAQPage, BreadcrumbList and LocalBusiness schema across the site from day one.
An enquiry form that pre-qualifies on suburb, service, timing, budget and decision authority, so every lead arrives scoped.
A complete brand system — logo, palette, type and guidelines — delivered alongside the build.
A launch gate that keeps the site noindex until the client's credentials are confirmed, so nothing unverified is ever published.
Design details
Interface, brand and content details from the final delivery.
Our process
A clear process from first idea to final launch.
01
Discovery
We review the business, audience, goals, existing digital presence and project requirements.
02
Strategy
We define the structure, UX direction, content approach and technical requirements before design begins.
03
Design & build
We create the visual system, develop the platform and connect the core functionality required for launch.
04
Launch & optimise
We test, deploy, optimise performance and support improvements after the project goes live.
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Animated Single-Page Site & Brand System
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