Case Study
CARVE MARKET
A premium butcher shop, specialty market, and gathering place located in Auburn, Indiana
This case study highlights website design, photography, copywriting, and SEO for Carve Market, a premium butcher shop and specialty market in Auburn, Indiana. The project focused on bringing the atmosphere, craftsmanship, and personality of the store into a digital experience customers could explore before ever walking through the doors.
PROJECT OVERVIEW
Carve Market approached this project looking for a website that better reflected the atmosphere and experience of the store itself. As the business continued to grow, the new website needed to support expansion while showcasing the quality, craftsmanship, and personality that customers had come to know and appreciate.
THE CHALLENGE
Before the redesign, the website didn't fully reflect the experience customers found inside the store. As Carve continued to grow, there was an opportunity to better showcase the quality, atmosphere, and craftsmanship that had become central to the brand.
• Limited visual storytelling
• In-store experience not reflected online
• Growing business preparing for expansion
• Opportunity to strengthen local visibility
PROJECT GOALS
The focus of the project was to create a website that felt more aligned with the experience customers found inside the store while supporting the company's continued growth.
• Reflect the atmosphere and experience of the store
• Capture original photography throughout the market
• Improve local search visibility and discoverability
• Support future locations and business expansion
• Create a website the owner felt proud to share
CREATIVE DIRECTION
The creative direction centered around the experience of walking into Carve Market. Every decision was made to reflect the craftsmanship, quality, and character that already existed inside the store.
• Warm, rich photography captured throughout the market
• A visual experience inspired by the store itself
• Premium presentation without feeling unapproachable
• Storytelling focused on people, products, and craftsmanship
• A balance of tradition, expertise, and hospitality
THE OUTCOME
The finished website feels like an extension of the store itself. Visitors can now explore Carve Market online with the same sense of quality, craftsmanship, and personality that made the physical location successful.
• A website that reflects the in-store experience
• Clear pathways for shopping, learning, and exploring
• Original photography that showcases the products behind the brand
• A stronger foundation for future growth and expansion
• A platform the owner feels proud to share
Brand Photography
The Years in Review
Some projects are bittersweet when they come to an end, and this was one of them. What started as a website became an opportunity to tell the story of a business I genuinely admire. From photographing the products and people behind the brand to translating the in-store experience into something people could feel online, every part of this project was a privilege. I'm proud of what we created together, and grateful to have played a small role in Carve's story.