Tools & Technologies Used
Frontend
Next.js
Content Management
Sanity CMS
Project Management
Jira
SEO Monitoring
Google Search Console
Analytics & Tracking
Google Tag Manager
Hosting & Deployment
Vercel
UI/UX Design
Figma
Frontend
Next.js
Content Management
Sanity CMS
Project Management
Jira
SEO Monitoring
Google Search Console
Analytics & Tracking
Google Tag Manager
Hosting & Deployment
Vercel
UI/UX Design
Figma
Brady Legler Web Features
Challenges Faced:
- Brand without a digital soul: The visual identity of the brand was rich and deeply considered. None of that translated online. The site felt like a catalogue, not an atelier.
- Content locked in code: Updating a product, adding a new collection, or changing editorial copy required a developer. An artist shouldn't need one.
- Zero search presence: No Google Merchant setup meant products were invisible to Shopping queries. No on-page SEO meant organic discovery was essentially nonexistent.
- A fractured user journey: Navigation was unclear, collection browsing felt inconsistent, and the path from discovery to inquiry had too many points of friction and drop-off.
Our Approach:
- Full visual redesign: We stripped the site to its foundations and rebuilt it around restraint and story. White space became an active design element. Typography was chosen to carry the weight of editorial moments without competing with product photography. The result is a site that feels like stepping into a studio, not a storefront.
- Sanity CMS build: We built the entire site on Sanity CMS, giving Brady complete editorial control over collections, products, paintings, and page content. New pieces can be published in minutes, without code. The schema was structured to mirror how Brady actually thinks about her work by collection, by medium, by story.
- Google Merchant setup: We built and configured Brady's Google Merchant Center account from scratch: product feed structure, data mapping, verification, and approval. For the first time, her pieces appear in Google Shopping results in front of buyers actively searching for fine jewelry.
- On-page & off-page SEO: We audited and rewrote metadata across the entire site, structured URLs around how buyers search, and implemented schema markup for product, organization, and breadcrumb data. Off-page, we built an initial backlink foundation through editorial and directory outreach in the fine jewelry space.
- UX refinement: We mapped the full buyer journey from a first visit to a Concierge inquiry and removed every unnecessary step. Collection navigation was restructured. The Concierge contact experience was redesigned to feel less like a form and more like a conversation.
What We Delivered:
- Design | Full site redesign: A bespoke visual system built around the brand's emotional language, not a theme, not a template.
- Development | Sanity CMS integration: Complete editorial control for the client. Every collection, product, and story page is manageable without a developer.
- Commerce | Google Merchant Account: Full setup, product feed, and approval opening a new discovery channel in Google Shopping.
- SEO | On-page & off-page SEO: Metadata, schema markup, URL structure, and an off-page link-building foundation across the fine jewelry vertical.
Conclusion:
The new bradylegler.com is not a better version of the old site. It is a different thing entirely a digital space that holds the work the way the work deserves to be held. Brady can update it herself, buyers can find it on Google, and first-time visitors understand who Brady is within seconds of arrival. That is what we came to build. Building something for a brand with this much intention behind it demands the same in return. That is the standard we hold ourselves to.The new bradylegler.com is not a better version of the old site. It is a different thing entirely a digital space that holds the work the way the work deserves to be held. Brady can update it herself, buyers can find it on Google, and first-time visitors understand who Brady is within seconds of arrival. That is what we came to build. Building something for a brand with this much intention behind it demands the same in return. That is the standard we hold ourselves to.
