FURNITURE THAT HIDES THE TECH. A WEBSITE THAT HAD TO SHOW IT.

DEV Smart Home was a Singapore company selling furniture with smart features built in: bedside cabinets with wireless charging, biometric safes, wardrobes that dehumidify themselves. It sold to two very different groups at once, homeowners furnishing a single room and retailers stocking a showroom. The website had to win over both without feeling like two separate sites.

The products were full of technology, but the people buying them cared about how their homes looked. So I treated it like an interiors brand: dark, moody rooms, warm gold accents and an elegant serif, with the tech introduced only after the furniture had made its impression. The logo, a simple line-drawn house, set the same quiet tone.

The hero gave each audience its own button from the start: Shop for My Home, or Partner with Us. Homeowners moved into the collections and a Custom Design page that walked them through four steps, from sharing an idea to installation. Retailers had their own Partners page covering wholesale pricing, marketing assets and warranty support, with a three-step route to becoming a dealer.

The site gave a young company the presence of an established furniture brand, and let it speak to homeowners and retailers from one place without either feeling out of place. The company has since closed. This case study shows the website as it was designed.