Holbrook Lumber Company, founded in 1911, distributes quality building materials to independent retail lumberyards throughout New England, New York, New Jersey, and Eastern Pennsylvania. Holbrook operates a distribution center, importing division and a pressure treating facility outside Albany, New York. For over a decade, Holbrook Lumber has relied on Shufelt Group to design and maintain their online presence as a powerful sales tool for multiple user levels, including independent retailers, big box stores, and clients of those wholesalers. Holbrook has long trusted Shufelt Group as THE creative agency to best intersect innovative design elements with inspiration from their many manufacturers into an easily accessible, streamlined virtual showcase.

Flourishing in any enterprise for over 114 years requires perpetual innovation. Dynamics of the continually evolving building materials industry, combined with Holbrook’s pursuit of excellence, necessitated a complete redesign of the website, HolbrookLumber.com. The challenge was to expertly craft the company vision into an easily accessible, visually appealing, informative, product showcase employing multiple navigation tools. With over fourteen manufacturing lines and hundreds of products, it was essential to create an intriguing yet clean website that would simulate hands-on product demonstration, and support as much related information as desired without cluttering the landscape. The initial scope of work grew substantially as the extensive catalogue of recently added manufacturers and products became apparent, along with their support documentation. That relevant documentation included specifications, installation guides, warranties, and galleries. Another critical element was the ability to rapidly modify and add information, including graphics and photography. To achieve the vision of Holbrook Lumber leadership, Shufelt Group was charged with the design and development of a state-of-the-art website offering compelling imagery, along with detailed resources enabling the customer to envision possibilities.

Shufelt Group’s strategy involved comprehensive knowledge of the vast array of manufacturers, products, and numerous levels of customers. This required a healthy synergy and steadfast collaboration between Holbrook leadership and Shufelt Group. Craig provided specifics regarding the multitude of elements he would need to fuse the Holbrook Lumber vision of an orderly yet comprehensive resource with his exceptional creativity and development acumen. This large scale project required a great deal of choosing, sorting, and itemizing images and information, eliciting multiple revisions of both content and design. Multiple clickable image galleries required detailed verification of accurate connections through various slider or dropdown menus. Leadership at Holbrook Lumber was confident with Shufelt Group’s mastery of their vision, enabling the site to emerge over a number of months and modifications into the perfectly aligned, exceptional asset.

HolbrookLumber.com went live with a state-of-the-art, clean, compelling website with striking clickable imagery driving the user to an informative resource library. Both desktop and mobile users, whether retailers or their customers, are able to easily navigate through extensive resources brought to life with stunning photography and visionary design elements showcasing the extensive array of manufacturers and inspired products offered by Holbrook Lumber. Employing multiple sliders, galleries, navigation tools, and links, Craig’s design emphasizes the unique nature of each product while promoting product responsiveness to varied requirements. Importantly, this guarantees increased exposure and revenue for Holbrook Lumber: another robust confirmation that itsaboutyou™, the client. Shufelt Group actualized Holbrook Lumber leadership’s vision and expectations into an indispensable resource for continued growth into their next century.