Urban Machine

Investing in sustainable manufacturing practices and scalable web design






Ongoing since 2023




Urban Machine was created to address a sustainability gap in the construction industry. Instead of letting site demolition and lumber waste end up in landfills, the founders developed a proprietary machine that reclaims wood using modern robotics and AI. With a similar focus on efficiency, we revamped their WordPress website using a Gutenberg design system to speed up investor outreach while laying a foundation for future growth.


Refresh and expand styles

Modernize the brand and expand the site to better support ADA compliance.

'Reuse & Recycle' the website

Keep and use what we can, rebuilding pages around new assets.

Retool funding message

Consider a new message strategy to better support fundraising efforts.


  1. 01.

    Expand style guide with ADA compliance in mind

    Urban Machine had the necessary components for a brand guide, but assets were scattered. We enhanced this process by developing an extensive style library, including specifications for ADA compliance, icon design, and media utilization.
  2. 02.

    Developed a flexible WordPress site with a design system

    Designed a refreshed website using a Gutenberg-based design system to expedite the rebuild process. We were able to use standard and custom block development to reclaim and retool how the brand showcases its process, product and sustainability goals.
  3. 03.

    Buffed up content messaging across key pages

    While transitioning content to the new site, we prioritized their fundraising goals. We revamped messaging and meta descriptions on key pages to effectively showcase their story, emphasizing their process automation and machinery.
  4. 04.

    Created a pathway for continued optimization

    Urban Machine knew this site was a solid investment in growth. Long term, we plan to refresh their content to focus on selling and renting their machinery rather than their existing industry experiences.


  • Digital Experiences


Though there was a bump in the road at launch, the site does continues to see increased pageviews and user engagement.


Increase in pageviews
Increase in users
Increase in organic traffic
* March 2024 compared to previous period