CG Hospitality × LaBelle Branding
A stronger digital showroom for CG Hospitality.
A focused website redesign that presents the company's project experience, custom capabilities, in-stock products, and full-service approach with the same confidence as the work itself.
The work is already strong. The website should make that obvious.
CG Hospitality has a compelling commercial story. The opportunity is to make that story easier to understand, navigate, and trust.
Clarify the offering
Separate custom hospitality furniture from in-stock products so buyers quickly understand what CG provides.
Show the experience
Pair project photography with property type, location, scope, supplied pieces, and relevant capabilities.
Improve the inquiry path
Guide designers, developers, purchasing teams, and ownership groups toward a qualified project conversation.
Build the site around how commercial buyers choose a partner.
The current site contains strong ingredients: more than 6,000 furnished hotel rooms and common areas, recognizable hospitality projects, customizable case goods, competitive pricing, environmental considerations, and an expanding in-stock offering.
The redesign should organize those strengths around the questions buyers need answered before starting a conversation.
This is not a cosmetic refresh. It is a better sales tool for a specification-driven market.
A clearer buyer journey.
The new site should answer the right questions in a natural order without making visitors work to understand the company.
Can CG handle our project?
Lead with scale, recognizable work, manufacturing capabilities, and the full-service model.
What can they provide?
Organize custom furniture and in-stock products into clear, useful paths.
Have they done work like ours?
Turn the strongest projects into case studies with real commercial context.
How do we get started?
Collect project type, size, location, timeline, role, and sourcing needs before the first call.
Proposed website structure
The architecture follows the way a commercial buyer researches, evaluates, and contacts a potential furniture partner.
- Home and market positioning
- Capabilities and full-service process
- Custom hospitality furniture
- In-stock product categories
- Project portfolio and case studies
- About, team, and manufacturing standards
- Commercial project inquiry
Relevant experience in commercial interiors.
I have worked with Momentum Textiles & Wallcovering and Sampling International, giving me firsthand context for how furniture and building materials are discovered, specified, evaluated, sampled, and sold.
That context matters because CG Hospitality does not need a generic portfolio site. It needs a digital experience built around buyers, projects, products, and the commercial sales process.
View selected work“Lizzie has a unique ability to bridge strategy and execution.”
“Lizzie is able to come up with creative solutions, bring clarity to complex problems, and apply a wide range of technical skills.”
Project details.
The supporting information stays out of the way until it is needed.
Compare the two options
Strategy: The $3,000 refresh includes focused discovery and visual direction. The $5,000 website includes audience, positioning, architecture, and conversion planning.
Pages: Up to five primary pages for the refresh and up to ten for the growth website.
Projects: Up to six featured project migrations for the refresh. The growth website includes a reusable case-study system and up to fifteen migrations.
SEO: Foundational page setup for the refresh. Technical SEO, search architecture, and redirect planning for the growth website.
Revisions: One consolidated round for the refresh and two structured rounds for the growth website.
Process and timing
Discover and organize. Confirm the audience, priorities, pages, content, access, and selected scope.
Design the direction. Establish the visual system, homepage direction, navigation, and reusable page patterns.
Build and review. Develop the site, integrate approved content, and review desktop and mobile layouts.
Refine and launch. Complete revisions, SEO setup, analytics, redirects, quality checks, and domain connection.
What CG Hospitality provides
Timely access to the current website and domain, approved logos and brand assets, final project photography, product catalogs, accurate specifications, team information, and one primary decision-maker for consolidated feedback.
What is outside both options
New photography, 3D renderings, custom product configurators, ecommerce development, complex CRM automation, paid advertising, ongoing SEO, and major content creation beyond the selected package.
How additional work is handled
Any request outside the approved scope will be discussed and priced before the additional work begins.