KEITH REBELLO
WHO THEY ARE
Luxury furniture is bought slowly. Nobody adds a ₹12-lakh dining set to cart. The website’s job is not conversion; it is qualification — making a serious buyer feel this dealer is the right custodian for an Italian brand.
The existing presence undersold the price tag. When the product is imported luxury, a mediocre site actively costs credibility.
THE BRIEF
Showcase premium product lines and craftsmanship with a site that conveys luxury, sophistication and trust.
WHAT I DID
Designed a sleek site with clear product segmentation, mobile-first responsiveness and typography aligned to the ALF brand. Created WhatsApp creatives for new collections and seasonal promotions — concise messaging built to stand out in chat feeds.
THE THINKING
Let the product breathe
Space is the cheapest signal of expense. Large imagery, restrained typography, nothing competing with the furniture.
Segment by room, not SKU
Buyers arrive thinking about a room, not a product code. Navigation follows how people actually shop for interiors.
Take luxury into the chat feed
WhatsApp creatives for new collections had to hold elegance at thumbnail size — concise messaging, strong hierarchy, no clutter.