Lily Duffy
Image-led portfolio website elevating a growing interior design practice and supporting long-term brand evolution.
Deliverables
Sector
Website
www.lilyroseduffy.comLily Rose Duffy is a Sydney-based interior designer working across residential and commercial projects. As her portfolio and client base evolved, her website needed to better reflect her work, support a refined brand identity, and provide a flexible platform capable of growing alongside her practice.
Context & challenge
Lily’s previous Squarespace website had become limiting both visually and structurally. Layout constraints, responsiveness issues, and a lack of CMS flexibility made it difficult to present projects in a considered, premium way. The site no longer reflected the quality of her work or the direction of the brand.
At the same time, a new brand identity was developed by Coside, including a fully considered website design in Figma. A simple refresh of the existing site wasn’t sufficient — the platform itself needed to change to support a custom build, improved project presentation, and long-term scalability.
Strategic lens
The project was reframed as a longevity and brand expression challenge. The goal was to create a future-proof platform that could fully embody the new brand identity, allow Lily’s work to take centre stage, and provide the flexibility needed to grow and evolve over time.
Early decisions focused on a project-led CMS architecture, with clear separation and filtering between residential and commercial work. The site was designed to be image-first, using restraint in copy and generous negative space to let projects speak for themselves. Simplicity and clarity were prioritised to ensure Lily could manage content confidently without technical complexity.
Solution
The website was rebuilt in Webflow as a fully custom, CMS-driven platform. Projects are managed through a structured CMS, allowing Lily to easily publish new work and categorise projects as residential or commercial. Each project page supports key project details such as location, builders, architects and collaborators, reinforcing the professional presentation of her work.
The design translates the Figma concepts faithfully into a refined, image-led experience. Lighter tones, custom typography and subtle motion contrast against rich photography and video, creating a premium and confident aesthetic. Enhancements include an animated logo load, animated text headers, rotating image carousels and autoplay banner videos, all implemented with restraint.
Navigation was simplified with a large sidebar menu in place of a traditional footer, while CMS filtering and a minimal enquiry form ensure usability remains effortless.
Outcome
The new website presents Lily’s portfolio with clarity and confidence, elevating visual storytelling and positioning the brand for high-end residential and commercial clients. Projects are now structured to highlight key details while maintaining a clean, editorial feel.
From a usability perspective, Lily can independently manage and feature new projects across the site, including the homepage, with minimal intervention. The result is a flexible, future-ready platform that aligns seamlessly with the new brand identity and supports continued growth.
