Rose-Innes Designs

Beyond the Ordinary — Repositioning Abbey Glass as a Design-Led Specialist

This year, I’ve had the privilege of supporting to bring their new brand to life online. This project wasn’t about simply refreshing a website — it was about shifting perceptions. The rebrand* moved them from domestic and commercial glazing to being recognised as a design-led glass specialist, with the creative strapline of “Beyond the Ordinary.”

My approach is always discovery first. I began by spending time with Angela Worgan to really understand her vision for the business and role of the website; elevating Abbey Glass into the same space as the incredible projects they’ve already delivered for brands like Miller & Carter, The Ivy Asia, Hilton Hotels, Park Plaza and Premier Inn.

My support included:
- Creating customer personas to understand what they needed, then to shape navigation, content, and user flow of the website
- Applying the new brand style across the site, introducing a distinctive diagonal elements and a refreshed aesthetic
- Collaborating with digital specialists to align SEO strategy with content and structure
- Reworking site navigation to make the customer journey clearer and more intuitive.
- Supplying assets and guidelines to the developer, who applied the branding

The result is a website that reflects Abbey Glass’s expertise and ambition — positioning them to win design-led projects. A big thank you to the Abbey Glass and supporting team for trusting me to help guide this transformation.
*Brand design by CMDi