karlfred design
Websites & user experience

clear paths
meaningful connections

Thoughtful websites bring your message into focus and help people find their next step.

The collection
Work previews coming soon
Dru’s Hues website on a laptop and smartphone, with the headline perfection is our hue over a freshly painted living room
Digital study / 01

a splash of personality

Dru’s Hues / Website Design

Dru’s Hues is named for Daniel R. Utter, a lifelong jack-of-all-trades who found his calling in residential painting across greater Indianapolis. Dan is a master of color and technique, and quality comes first for him and his crew, whether they’re painting interiors and exteriors, refinishing cabinets, or staining and painting fences, decks, swing sets, gazebos, and the occasional large piece of furniture.

Dan works directly with Sherwin-Williams and always chooses its highest-end products. He’ll use another paint if a client prefers, but his long relationship with the brand means no guesswork and no surprises. He’s a funny guy, too, just as likely to have Joe Jackson, Rush, or Carly Simon playing while he works.

We wanted the brand to feel sophisticated and elegant, yet attainable, with a little whimsy and fun. The website brings that balance online with bold headlines, playful splashes of color, and clear paths to a free consultation, and the same personality carries through his apparel and marketing materials. See it live at drushues.com.

Focus
Approachable sophistication with a sense of fun
Deliverables
Website design
see the DRUs Hues gallery
Vitality Wellness website on a laptop and smartphone, with a deep purple acupuncture hero and the headline health and wellness, right in your neighborhood
Digital study / 02

an experience that connects

Vitality Wellness / Website Design

Vitality Wellness is a Park Ridge wellness center led by owner and licensed acupuncturist Christina Dwyer. Acupuncture, cupping, and infrared sauna anchor the practice, alongside nutritional counseling, dietary and supplement planning, and a curated line of products she works with directly. She predominantly works with women, but welcomes anyone.

Christina is a big personality: extremely knowledgeable, great at what she does, and a little out there. The site needed to feel sophisticated while capturing that spirit, so we built it around her rich jewel tones of deep purple, ochre, and dark teal.

Behind the scenes, the site is a powerhouse. It connects to a CRM for monthly email and SMS campaigns, intake forms, and a HIPAA-compliant client portal that keeps client information confidential, with room to add online product sales. A dedicated page highlights her year-round giving as an official drop-off location for WINGS, a Cook County domestic violence support organization, and Marine Toys for Tots.

Today, the site is increasing her visibility through search optimization and making it easy for clients to reach her, book, and benefit from her services. See it live at vitality-wellness.net.

Focus
Integrated client experience & a personality-rich brand
Deliverables
Website design, CRM integration, intake forms & HIPAA-compliant client portal
see the Vitality Wellness gallery
Todd Kreidler website on a laptop and smartphone, with a full-width stage photo of an actor lit by blue spotlights
Digital study / 03

a stage for the work

Todd Kreidler / Website Design

Todd Kreidler is a writer and director whose work spans Broadway, Off-Broadway, film, television, regional theater, and immersive entertainment. He began his professional career at 19 at the Pittsburgh Public Theater, where he met the legendary playwright August Wilson and began a lasting collaboration.

Todd later served as Associate Artistic Director at Kenny Leon’s True Colors Theatre Company, where he co-founded the national August Wilson Monologue Competition. His adaptation of Guess Who’s Coming to Dinner has been produced at more than 100 regional theaters, he created the Broadway musical Holler If Ya Hear Me with the words and music of Tupac Shakur, and his screenwriting debut, Mahalia, earned an Emmy nomination.

With a body of work that large, the website gets out of the way and lets the productions take center stage. Full-width stage photography rotates beneath a quiet wordmark, simple navigation leads to his bio, work, and contact page, and his roles are stated plainly: writer, director, collaborator. See it live at toddkreidler.com.

Focus
Letting the work take center stage
Deliverables
Website design
see the Todd Kreidler gallery
Ten Strings website on a laptop and smartphone, with a script Ten Strings wordmark over soft white flowers
Digital study / 04

a duet worth remembering

Ten Strings / Website Design

Ten Strings is Sherri and Jason Deroche, a violin and guitar duo from La Grange, Illinois. For more than twenty years and 350 events, they’ve played the music behind other people’s biggest days, from wedding ceremonies and first dances to galas and grand openings for companies like Starbucks, Boeing, NBC, and McDonald’s.

Sherri has performed since she was very young and brings a soloist’s polish to every set; she’s also a longtime teacher with the Western Springs School of Talent Education. Jason taught himself guitar and adds an easy, expressive touch. Together they play everything from Bach to Taylor Swift, arranged for violin and guitar.

The website needed to feel as elegant as their music: “black tie worthy, backyard friendly.” Soft florals and a graceful script wordmark set the tone, sample tracks let visitors hear the duo right away, and clear packages and pricing for weddings, corporate events, and private parties lead straight to a simple inquiry form. See it live at tenstrings.com.

Focus
Elegant presentation & easy booking
Deliverables
Website design
see the Ten Strings gallery

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