Element Furniture

Element Furniture creates handmade custom furniture built to last — heirloom-quality pieces shaped by craftsmanship, materiality, and a deep commitment to customer care.

When Element partnered with Anomali by Design, the opportunity was far bigger than a website refresh. This was a full digital transformation: a complete replatforming from a custom CMS to Shopify, a ground-up information architecture overhaul, a fully reimagined user experience, and an all-new content and storytelling system designed to better reflect the quality, authenticity, and custom nature of the furniture itself.

At the same time, the engagement extended beyond the primary website. Anomali by Design helped concept, design, and launch Digital Crafter in tandem with Salsita, including brand design for the product itself — a forward-looking tool that gives customers the ability to configure heirloom furniture online with greater clarity, confidence, and control. Alongside that work, stronger marketing infrastructure was built through Klaviyo email capture, SEO and SEM strategy, and all-new content designed to drive discovery, trust, and conversion.

Most importantly, the work created measurable momentum.

86% increase in sales in comparative quarters year over year once work began.

Strategy: Element’s digital presence no longer matched the quality of its furniture, the sophistication of its custom offering, or the expectations of modern commerce. So rather than approaching the engagement as a surface-level redesign, Anomali by Design treated it as a foundational rethink.

The work began with strategy: reconsidering how customers discovered products, understood customization, navigated categories, and moved toward inquiry or purchase. From there, the site’s information architecture was reworked to create a clearer, more intuitive path through the experience — then fully replatformed from a custom CMS to Shopify to give Element a stronger, more scalable digital foundation.

This was a structural reset designed to better support the brand, the business, and the customer journey.

Design: With that foundation established, Anomali by Design led the full UX and visual design of the new experience.

The goal was to create a site that better reflected the warmth, quality, and handcrafted nature of Element’s work while making the browsing and buying journey more seamless. The resulting experience was designed to balance inspiration with clarity: helping visitors more easily explore categories, understand options, engage with the brand story, and take action with confidence.

That work was reinforced through all-new SEO-fueled content and authentic storytelling. Rather than functioning as a simple catalog, the new site was built to more clearly communicate what makes Element distinct: handcrafted furniture, custom capability, quality materials, and a more personal path to creating pieces meant to last

To deepen that sense of credibility and immersion, extensive new video was also produced to bring the brand, process, and product to life. Together, the design system, content strategy, and media assets created a richer and more cohesive digital expression of the company.

Brand and Marketing: In parallel with the broader website transformation, Anomali by Design also helped concept, design, and launch Digital Crafter in tandem with Salsita, while developing the brand identity for the product itself.

Digital Crafter is Element Furniture’s intuitive 3D furniture builder: a tool that allows customers to configure heirloom-quality furniture online, down to the inch, from the comfort of home. Users can select shapes, bases, woods, sizes, and other defining elements, generate a price estimate based on those selections, and then either send the build directly to the factory floor for production or submit it for estimate and direct dialogue.

More than a configurator, Digital Crafter represents a meaningful leap forward in the high-end custom furniture space — helping bridge the gap between imagination and production while giving customers a more immediate, hands-on way to shape the pieces they want.

Alongside that work, Anomali by Design strengthened Element’s broader marketing infrastructure through Klaviyo-based email capture as well as full SEO and SEM support. These efforts helped create a stronger performance engine around the new experience: improving visibility, capturing interest more effectively, and supporting long-term growth.