Rangerstitch
Project Background
RangerStitch is a Nashville-based chainstitch embroidery shop run by Rachel Kate and Matt Davidson. They’d put their original website to excellent use over the past several years, but business had grown in that time, and they asked me to pick up the thread and help them get their website to do more for them.
The Process
Over the years, snippets of content had been added in scattered places, leading to irregular spacing, mismatched sizes, and inconsistent colors. My first step was to streamline. I reorganized information so that clients could quickly find the service they were looking for, and I established defaults for typefaces, colors, and styles to create a more cohesive voice across the site.
Then came the overhaul to the client inquiry process. RangerStitch’s old “Contact Us” form was too general, forcing Matt and Rachel Kate into endless back-and-forth emails to gather basic details. Together, we designed new inquiry forms tailored to each service, asking the right questions up front, and providing clear expectations. This shift dramatically cut down on admin work, helped clients self-select the right service, and allowed Matt, Rachel Kate, and their team to move faster from inquiry to confirmed project.
What I Delivered
Clarity for Visitors
Clear pathways to the three core offerings (custom chainstitch, live events, digital embroidery) so clients know exactly where to go.
Consistency for the Brand
Cleaned up old inconsistencies in spacing, colors, and styles, and built a more stable foundation for future additions.
Efficiency for the Team
New contact forms that save time and reduce repetitive communication by sharing and capturing the most important information from the first contact.
The Result
The refreshed RangerStitch website is simple, approachable, and built for the way the shop really works. By focusing on clarity and efficiency over flash, this site shows that the right tools don’t need to be complicated to make a difference.