CountryBoyz
Your brand. Bigger. Bolder.
Print Shop Website Redesign · Web Design · Brand Identity · Alberta, Canada
My role
Sole designer: audit through functional prototype
Methods
Content and usability audit · Competitive analysis · Information architecture · Structured quote flow
The move
Gave quote requests structure, so clients reach out with the right context already in hand
Status
Completed functional prototype for a 30-year Alberta signage company
30+ years in Alberta. A website that didn't show it.
Country Boyz Industries has been the go-to fabrication house for Alberta's biggest builders, but their existing website at countryboyz.com wasn't keeping up. New clients deserved a better first impression. That had to change.
Location
South of Calgary, Alberta
Facility
5,000 sq ft in-house production
Experience
30+ years serving Alberta
Production
100% in-house, concept to install
What was holding them back
Outdated Website
countryboyz.com existed but felt dated and underwhelming, failing to reflect the quality and scale of their 30+ year operation.
Quote by Phone or Email Only
Clients had no structured way to request a quote online. Every enquiry required a cold phone call or email with no guidance, creating friction and lost leads.
No Portfolio Showcase
Decades of high-quality work for major home builders and local businesses had no proper digital gallery to show for it.
The Redesign
Structured as Empathize → Define → Ideate → Prototype & Outcome. From an outdated site to a bold, modern Alberta business website.
Big Craft, Outdated Footprint
Understanding what new clients actually encountered
Country Boyz Industries has been fabricating and installing large-format signs, billboards, and vehicle wraps across Alberta for over 30 years. They have a website at countryboyz.com, but the experience a new client had when they landed there told a completely different story. Dated design, no portfolio gallery, no structured way to request a quote. A company this capable had built their reputation entirely on word-of-mouth, because the digital front door was failing them.
The gap between who they were and how they appeared online was the entire design problem.
Leave It to the Boyz
Three clear failure points. One brief: make it feel like them.
The audit surfaced three specific problems: no gallery to prove decades of real work, no structured quote flow to convert interested visitors, and a visual identity that felt dated rather than rugged. Nobody wrote a design brief; you could feel it walking through their shop. Country Boyz had a strong identity: heavy, confident, unmistakably Alberta. The redesign's job was to finally put that personality on screen. I redesigned the full website architecture, visual identity for the web, service pages, a photo gallery, and a structured quote request flow.
Defining the problem precisely made every visual decision obvious. Clarity of problem = clarity of design direction.
Drawing the Blueprint
Dark, earthy, unapologetically Alberta.
The visual language had to match the work: deep charcoal backgrounds, warm golden tones, and a brutalist type hierarchy with massive headlines. Services were restructured clearly (Billboards, Vehicle Wraps, Skid & Showhome Signs, Acrylic & Custom Signs) so any visitor could immediately understand the scope of what Country Boyz builds. A gallery showcasing real client work (Cedarglen Homes, Genesis Builders, Sterling Homes) was central from the first concept. The quote request flow was designed to reduce friction: prompt clients to reach out by phone or email with all the right context already in hand.
Every visual decision was grounded in who they are: a no-nonsense, full-service operation that delivers on time and on budget.
The Transformation
Same business. Completely different first impression.
The old site
Dated design, no portfolio gallery, no structured quote flow. 30+ years of professional work for major Alberta builders with no digital proof. New clients had no reason to trust what they couldn't see.
View old siteThe redesign
Bold visual identity, full gallery showcasing real client work (Cedarglen Homes, Genesis Builders, Sterling Homes), structured service pages, and a frictionless quote request flow. Every design decision built around converting new clients.
View redesignThe redesign gave Country Boyz's 30+ years of expertise a digital presence worthy of the work. Delivered as a complete, functional prototype; the original site is what's live today, and the difference speaks for itself.
Your Brand. Bigger. Bolder.
A redesigned website, built to convert.
The countryboyz.com redesign gives their 30+ years of expertise a digital presence worthy of the work. Visitors can now browse a proper gallery, explore clearly structured services, and kick off a quote request by phone or email with context already in hand. The site reflects who they are: rugged, professional, and ready to take on any project from concept to installation.
Gallery
Services
Free Quote
About
Rugged by design
Every color and type choice was made to reflect Country Boyz: heavy-duty, no-nonsense, and unmistakably Alberta.
The end of a substrate: the raw material before print begins.
The printer itself: the machine at the heart of every job.
The other end of the substrate: print complete, work done.
Country Tan
#7D5C32Warm, earthy, and familiar. Evokes the Alberta prairie, raw lumber, and the worn leather of a working tradesman. The soul of the brand.
Charcoal Night
#1A1208Deep and authoritative. The dark backdrop lets the work speak first, just like walking into a fabrication shop where the product is king.
Bebas Neue
Display / HeroYOUR BRAND. BIGGER. BOLDER.
All-caps, brutalist, and built to dominate. Bebas Neue mirrors the scale of the work, billboard-sized confidence in every headline.
Helvetica
Body & UIWide-format printing, in-house.
Timeless, no-nonsense, and built for clarity. Helvetica's industrial roots make it a natural fit for a trade business that values precision and reliability over decoration.
Full-service, every page
Billboards
Large-format installations that dominate the Alberta skyline. The marquee service, the biggest canvas, done right.
Vehicle Wraps & Decals
Every fleet vehicle becomes a moving billboard, working 24/7 across every road in the province.
Skid & Showhome Signs
Professional site signage for real estate developers and builders, a direct line to Country Boyz's key client base.
Acrylic & Custom Signs
Premium interior and exterior fabrication. When off-the-shelf doesn't cut it, Country Boyz builds it from scratch.
30+
Years in Alberta
Established expertise
5K
Sq Ft Facility
Full in-house production
100%
In-House
Concept to installation
4
Service Pages
Designed end-to-end