Robinson Insulation
This project was created while I was employed by Big Fish Local. While I was the lead designer creating these materials, these designs are owned by the clients they were created for and cannot be reused or repurposed for future work outside of this portfolio.
The Brand:
Robinson Insulation is a family-owned insulation and drywall contractor founded in 1975 by Garth Robinson. Second-generation owner Brent Robinson brought the project to Big Fish Local as the company approached its 50th anniversary.
The Brief:
The existing site didn't reflect 50 years of history or the company's full range of services (insulation, drywall, steel stud installation, spray foam, and more). Brent wanted the new site to feel like a tribute to what his father built while also converting visitors into leads and supporting an active hiring push.
My Role:
I designed the full 10-page site in Figma before handing it to our developer for the WordPress build, then wrote all of the site's content myself, including a phone call directly with founder Garth Robinson to get the origin story right.
Before writing a single full page, I sent Lauren and Brent three content samples in different tones to find the right voice. They landed on a warmer, more personal direction and picked "family-owned and future-focused" as the line that would guide the whole site.
Once the developer built the site, I ran two full rounds of revisions directly with Lauren and Brent myself, swapping photos, rewriting the employment page headline from "Let's get to work" to "Join our family," adding a Google reviews section and a projects photo gallery, and folding in a brand anthem video shot with Finney Productions.
I also managed the launch timeline (we launched the evening before their Friday anniversary celebration on purpose, to give the site time to fully propagate before the event) and later designed print materials for their team, including new job cards.
The Deliverables:
A custom 10-page WordPress site (Figma design, developer build, my own revisions in Elementor), full site copy, a rebuilt employment and hiring section, a projects page with photo gallery, an integrated brand video, and supporting print collateral.
The Outcome:
The site launched in time for Robinson Insulation's 50th-anniversary celebration and later won a Web Excellence Award, earning a spotlight in Big Fish Local's newsletter. Lauren and Brent have continued bringing me new projects since launch, including a full rebuild of their hiring materials as the company has grown. From their video testimonial: "Working with Izzy and the design team as far as changes and pictures and videos, and the process of working with Big Fish was very seamless and painless... any type of change I wanted to make, they just made it about me and not about what they wanted or their time frame.”
Illustrator
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Copywriter
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Web Designer
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Graphic Designer
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Illustrator • Copywriter • Web Designer • Graphic Designer •
Robinson Insulation's new website was never meant to be just a redesign. It was a 50-year milestone that needed to be honored the right way, and that meant getting the details right at every stage: finding the right voice before writing a single page of content, designing a site in Figma that could carry both the weight of the company's history and the energy of where Brent wants to take it next, and staying hands-on through two full rounds of revisions until every photo, headline, and page felt right to the people who've spent decades building this business.
That care shows up in the small things as much as the big ones. It's in the employment page headline that became "Join our family" instead of a generic call to action. It's in taking the time to call Garth directly so his story got told accurately instead of secondhand. It's in launching the site a day early on purpose, not because it wasn't ready, but because Robinson Insulation deserved a flawless site the moment their anniversary celebration began.
The result is a website that's still working for the business well after launch, from a Web Excellence Award and a feature in Big Fish Local's newsletter, to Lauren and Brent continuing to bring new projects back my way as the company grows. Projects like this are exactly why I love this work: not just building something that looks good on day one, but building something a business can keep leaning on for years.
