Jonite
- Brand
- UX/UI design
- Front-end development
- CraftCMS development
- Art direction
- Photography
Jonite is the sustainable engineered stonework manufacturer that’s helping to shape the future of modern urban living.
The second-generation family business wanted to increase its market share in the US, the Middle East, and Asia—all while staying true to its Singapore roots.
The challenge
Jonite’s new identity and website had to speak to three distinct audiences—architects, urban planners, and interior designers—each with their own needs and priorities. Every item in Jonite’s extensive product catalogue came with its own load ratings, certifications, colour and customisation options. Plus, we had to showcase engineered stone as premium and sustainable; something beautiful as well as functional.
Our approach
Our redesign positioned Jonite as an innovative design partner—all while still emphasising the brand’s technical expertise. Research from user interviews and site data showed that easy access to CAD files and product samples were just as important as inspiration from real-world case studies. Our solution meant each audience got exactly what they needed, wherever they encountered the brand.
Results
Comparing monthly stats from before and after the launch, the site’s average engagement time increased by 46%, and contact form submissions more than doubled, reaching 989 in just 30 days. Visits to the brand’s most important page (Trench grates) also soared from 908 to over 11K.
Jonite’s brand identity featured the 2026 edition of the design publication, OFFCUTS. Plus, the site gained widespread recognition across platforms such as Communication Arts, Minimal Gallery, and more.
Brand
Letting subtlety take centre stage
We created a minimal, elevated brand aesthetic where less truly is more. We’re talking clean lines, generous white space, and careful attention to detail. The earthy, natural colour palette gave subtle hints to sustainability without falling into clichés, whilst the typography and icons maintained that same understated elegance. Every element of the identity was designed to let the engineered stonework shine. Robust, resilient, always refined.
TOV
Matter-of-fact, modern—and “Made to matter”
We defined a warm, conversational voice that feels honest and human. Think matter-of-fact, powerful, and peppered with purposeful repetition: form + function, elegance + endurance, and innovation + inspiration. All of this came together under a new tagline: "Made to matter". ‘Made’ as a nod to the nature of composite stonework and bespoke craftsmanship. ‘Matter’ to emphasise the importance of sustainable practices. Because everything Jonite does, from the decisions they make to the products they produce—all of it matters.
Design
Creative canvas meets technical resource
The web design tied together every layer of the brand experience. Modular layouts and rich material textures created an experience that feels like flipping through a high-end architectural magazine—clean and precise, but packed with detail. Typography-driven layouts blended seamlessly with photography, iconography, and 3D elements to create one cohesive space. Plus, easy contact options let users quickly connect with Jonite or local partners when they're ready to move from inspiration to specification.
Motion
Purposeful motion, powered by GSAP
We created interactions that were smooth and tactile—hover states and fluid transitions that mirror the craftsmanship of Jonite products. The design was animation-heavy, so we prototyped everything before bringing it all to life. Site performance was crucial given the animation load, so we split each section's JavaScript into separate files that only loaded when needed. The Async Alpine plugin let us control exactly when animations are loaded—eagerly, lazily, or triggered by specific events. We also built a custom timing system that queues animations until the previous one finishes, all using GSAP syntax to keep everything consistent.
Build
Fully scalable, in every sense
We kept the CMS structure as clean and logical as possible. Complex fields were tucked into separate tabs, whilst we used Craft's custom sources to organise everything systematically—main pages in one section, reusable data like popups and architect profiles in another. For the intricate product hierarchy, we used nested entries down to variants, then switched to a matrix field for the final level. And because each layout was built to scale seamlessly on the front-end, architects working on large monitors could engage with every element, regardless of their screen size.
Photography
From close-up details to big picture possibilities
The art direction helped architects and interior designers visualise the full potential of each material. Close-up photography captured every texture and detail, showing exactly how the stone behaved. And to showcase versatility, we placed 3D renders in different settings—from sleek buildings to natural landscapes. Everything centered around authentic, thoughtful compositions, giving users the confidence to make the right decisions for their projects.
[Series Eight’s] ability to identify key pain points and translate them into impactful, sales-driven messaging is what I found most impressive. They demonstrated a strong understanding of our market, crafted narratives that resonate with our audience, and consistently aligned creative strategy with commercial goals.
COO, Jonite
Recognition
- OFFCUTS
- Brand Identity Feature
- Communication Arts
- Web Pick
- Minimal Gallery
- Daily Feature
- AWWWARDS
- Site of the Day
Team
- Senior Designer
- Biel Morro
- Lead Developer
- Alex Nicholson
- Art Director
- Rita Bastos
- Copywriter
- Bobbie Hiscock
- Project Manager
- Claudia Waring