Key Deliverables:

  • Bespoke Web Design and Development
  • Bridal Dress Finder Application
  • Search Engine Optimisation (SEO)
  • Google Data Studio Analytics Reporting
View Website


The design of the website was carried out in two main stages. First of all, I created the wireframe sketches using Balsamiq Mockups, which show the primary navigation and content structure of each page.

The second stage was creating the mockup using Sketch for Mac, which shows the final imagery, colours and fonts. The website was designed with various shades of pink, decorative fonts, captivating imagery and subtle animations to appeal to the target audience of brides and bridesmaids.

The typefaces used on the website are Libre Baskerville for the headings, which is a decorative font that adds class to the design. The other font is Gibson, which is used for body text and is more formal and makes large blocks of text easier to read.

Mood Board | The White Dress

Mood Board | The White Dress

The designs were showcased on Invision, which allowed the client to be involved in the design process and provide feedback whenever they wanted to.


The website was developed using WordPress so that the content can be easily maintained to keep content fresh in the future. Some of the main plugins used include ACF Pro and Yoast.

One of the key features of the site is the Take Home Today Dresses page, which offers customers the ability to find dresses available in the sales. The page was created using a custom post type on WordPress so the dresses can be easily maintained in the CMS. This allows several hundred dresses to be filtered by designer, style, size and store – this was done using jQuery and custom parameters in the URL. The customer is then directed to the appropriate store in order to complete the order.

Bridal Dress Finder Application | The White Dress

Bridal Dress Finder Application | The White Dress

The client undertook a national advertisement campaign on STV and I created a dedicated page to house the new video content. The page was designed and developed with YouTube-style video thumbnails and icons to entice the user to watch each of the videos.

STV Advert Video Previews | The White Dress

STV Advert Video Previews | The White Dress

The website utilises large, captivating images that reinforce the premium quality of the bridal dresses and inspires customers for their wedding. The images used on several pages were taken from the STV advert to provide the website with a consistent theme throughout.

Home, What We Do and Contact Mobile Mockups | The White Dress

Home, What We Do and Contact Mobile Mockups | The White Dress

The website is optimised for all device types, meaning the user has a great experience on mobile, tablet and desktop. The website also makes use of an SSL security padlock, meaning it is safe and users can trust in the security of the website.

SEO and Analytics Report

I was responsible for the implementation of the on-page and technical SEO. Some of the key considerations include mobile-friendliness and page speed optimisation.

Sample Analytics Report | Google Data Studio

Sample Analytics Report | Google Data Studio

Disclaimer – The analytics report shown above is a sample report that highlights the potential insights that can be obtained. Any client data is collated privately and is not shown to the wider public.

Custom events are tracked on the website using Google Tag Manager so the company can track the performance of contact enquiries and products.

After the launch of the website, I created an analytics dashboard so that the performance of the website could be monitored. The White Dress have a better understanding of their customers and how they use the website. Therefore, the client can make better-informed business decisions for their online strategy.

The Results

Within six months of the launch of the new website, I was able to showcase the following results:

Increase in
Organic Traffic


Increase in


Increase in

What the Client Said:

“We are delighted with our new website! We think it shows off our range of designers really well and gets the little details right, to attract brides to our store.

We would happily recommend Declan to our associates and would use him again in the future.”

– The White Dress Bridal

A Selection of Some of my Best Work

I have completed a variety of client projects from a diverse set of industries – as well as a few conceptual projects. Have a look over my portfolio projects and get inspired about our next project.

The Cou Cou Corner Cocktail Bar

The Cou Cou Corner is a conceptual premium Caribbean cocktail bar based in the city centre of Edinburgh.

They provide a range of Caribbean cocktails and food in addition to live music and masterclasses. The primary target audience is white-collar workers and tourists.

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Money Tree Expense Tracker App

Money Tree is a conceptual expense-tracking app that allows you to monitor your spending and budget more confidently.

The app provides reports that encourages users to budget and identify where suitable changes could be made to achieve better financial health.

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Highland Kilt Connections

Highland Kilt Connections are a highland wear chain that offer a wide range of kilt outfits for hire as well as bespoke made to measure.

They required a website that would provide a new online home for their brand and showcase their extensive range of exclusive tartans.

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Almond Valley Property Centre

Almond Valley Property Centre are a letting agency who offers residential letting and property management across West Lothian.

They required a website that would advertise the letting services they provide, along with a dynamic feed of the latest available properties.

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Caledonian Airlines UX Design

Caledonian Airlines is a UX design project that I did as part of a professional diploma course from the UX Design Institute.

The project task was to design an intuitive airline booking experience that is based on a deep understanding of target users, which provides the airline with a competitive advantage.

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Front-End Developer with an Eye for Design

I am a Web Developer specialising in front-end development. My strength is turning a design mockup into a dynamic, interactive web application. I enjoy making an app fun and engaging for users, whilst having strategic business goals in mind.

I graduated from Napier University in 2016 and also have a Diploma in UX Design. My agency and freelance experience mean I can offer your company a diverse skillset covering web development, digital design and SEO.

Learn More About Me

Ready to Work Together?

Do you have a project that you want to work together on or want to hire me as part of your team? If so, I would love to hear from you.