For an established creative business, building a new website is rarely just about making something look better. It is about taking what already works, understanding what makes the business distinctive, and creating an online presence that can support where it is going next.
That was the opportunity with 720 Glassworks.
James and Andrea Stanford have built their art glass business through years of creating distinctive handcrafted work, developing relationships with galleries and wholesale customers, and connecting with buyers through shows and in-person events.
Their work had evolved. Their business had grown. But their Weebly website no longer reflected the quality, professionalism, or direction of the business they had built.
When James and Andrea and I began talking about the project, the goal was not to reinvent 720 Glassworks, but to honor the story, history, and identity they had already built.
There was an established business, a strong body of work, a recognizable identity, and meaning behind the name and imagery they had been using.
The challenge was figuring out how to carry those elements forward while creating something cleaner, more modern, and much easier for customers to navigate.
Their existing website no longer reflected the elevated look and quality of their glasswork or provided the kind of online shopping experience they wanted to offer.
We also needed to think beyond what the business needed right now. The new site had to welcome retail customers and make it easy for them to shop directly, while clearly guiding wholesale buyers to the right place to purchase for their stores. It also needed to simplify product management behind the scenes and give 720 Glassworks room to continue growing.
One of the first decisions was choosing the right platform.
We explored the needs of the business, how products would be managed, the importance of e-commerce, and what would be realistic for James and Andrea to maintain moving forward.
Ultimately, Shopify made the most sense. Its e-commerce tools provided a stronger foundation for managing products and online sales while giving us the flexibility to build a site that could grow alongside the business.
Shopify also offered something their previous site could not, more opportunities to stay connected with new and returning customers. Through the Shop app, customers can follow 720 Glassworks, discover products, receive updates, and easily return to shop again.
That decision shaped much more than the website itself. We were creating a digital home for 720 Glassworks that could become a more useful and active part of the overall business.
The visual identity also needed attention. The goal was to create a cleaner, more versatile logo that would remain recognizable at both small and large sizes and work well across a variety of backgrounds and applications.
Rather than starting over, we worked with elements already associated with 720 Glassworks and refined them into a more cohesive identity, bringing together the details that were most meaningful to James and Andrea. Those elements represent not only their work, but the creative styles they united when they came together in both business and marriage.
For an established business, that history was an important part of their story to honor and respect as we updated the logo and overall branding.
For 720 Glassworks, the strongest approach was to identify what still held meaning, refine those elements, and create a more cohesive identity around them.
The updated identity gave us a visual foundation that could carry across the website, packaging, printed materials, and future marketing.
With the foundation in place, the focus shifted to how someone actually experiences 720 Glassworks online.
Their artwork needed to be the focus. Using brighter product imagery against the dark gradient background helped the glass stand out and gave each piece more visual impact. We created a cleaner environment with stronger product presentation, simplified navigation, and an easier path for someone discovering the work for the first time.
At the same time, the website needed to do more than showcase beautiful glass.
Careful attention was given to the user experience, helping visitors understand the business, explore the work, shop online, and connect with James and Andrea more easily.
Behind the scenes, Shopify also gives them a much more streamlined way to manage products, inventory, marketing, and their evolving online store.
Projects like this are rarely isolated to one piece of a business.
As we worked through the website, we also looked at the broader digital infrastructure supporting it, including domain connections, business email through Google Workspace, e-commerce setup, and the details needed to create a more professional and connected customer experience.
That is one of my favorite parts of this kind of work.
A website may be the most visible piece, but it depends on everything around it working together. Branding, technology, messaging, customer experience, and marketing all overlap to create a stronger and more seamless digital presence.
“Andrea and I cannot say enough about how much Nanette has meant to our growth as entrepreneurs, particularly as it pertains to the demands and sensitivities of a creative business. As artisans, it was and continues to be important to us to maintain our style and voice, while simultaneously presenting the work we make in an attractive and professional way.
We are very grateful that our journey as 720 Glassworks has always had Nanette in our corner. Spanning over 14 years from our humble beginnings as new artists at our first wholesale craft market, where she was our point person, to today where she has helped us to rebrand our look and interface through the website she laid the foundation for, Nanette has been there for us in many ways.
She has encouraged us, she has guided us, and she has pulled us through some uncomfortable adjustments in our approach all while being considerate of what matters to us most.”
James Stanford
720 Glassworks
Where 720 Glassworks Is Now
The new 720 Glassworks website launched on July 20, 2026, with a refreshed brand identity and a Shopify store built to support the next stage of the business.
Why July 20? Because it is 7/20. There is meaning and symbolism woven throughout so much of what James and Andrea do, so it felt fitting for the launch date to carry meaning too.
For James and Andrea, the new site means having an online presence that better represents the quality of the work they have spent years creating.
For their customers, it means a clearer and more enjoyable way to discover their glass, learn more about the artists behind it, and shop their collections.
And for the business, it creates something just as important, a stronger foundation for what comes next.
See more work from the 720 Glassworks project in my portfolio.
You can also explore their work at 720glassworks.com, subscribe to their email newsletter, and follow along on Instagram and Facebook at @720glassworks.ed, not just where you are now, I’m always happy to talk through it.
That is what I want a website project to accomplish. Not simply a new website, but a digital presence that feels connected to the business, serves the customer, and leaves room for growth.
If your website no longer reflects the business you’ve built, it may be time to think about what it needs to support next. If you want to create something that supports where you’re headed, not just where you are now, I’m always happy to talk through it.
