There’s something uniquely full circle about getting a referral… to redesign the website of someone you’ve known since elementary school. When another friend connected me with Matt Gorham and his family, it felt less like a cold inquiry and more like a hometown handshake. Matt runs ABC Equipment, a place that smells faintly of gasoline, fresh-cut wood, and honest work, along with his siblings.
ABC Equipment isn’t just a storefront, it’s a hub for people who build, clear, cut, fix, and brave New England winters. They sell everything from chainsaws and snow blowers to the gear that keeps you warm and protected while using them, heavy-duty gloves, rugged outerwear, and dependable workwear. They also repair equipment, so the site needed to speak to both new customers shopping for machinery and longtime regulars who rely on them for tune-ups and service.
One of the first challenges was the logo. The version displayed on the large sign outside the building works beautifully in that format, but it wasn’t conducive to the horizontal layout of a website banner. Matt needed a web-friendly version that would feel balanced and professional across the top of the site without losing the integrity of the original design. I created a streamlined website variation of the logo, and after reviewing it, he approved it with confidence.
Matt also wanted to highlight the vendors they carry, so we built out space to showcase those trusted brands clearly and intentionally. To give the site a strong sense of place, I photographed the building and storefront myself, capturing the character of the business and weaving those images throughout the design. The finished website feels grounded, practical, and unmistakably local, just like the business itself.
