Raquel
Harris
I make the catalogs, brand systems and websites that custom cabinetry companies sell with. Six years inside one shop, from the showroom floor to running the design.
Plainfield, Illinois
Harris Cabinetry
Catalog design, photography, copywriting, print production
A twelve-page product catalog built to be handed across a showroom table. Door profiles, wood species, stains, paints, glass, and a construction section that explains why the boxes cost what they cost.
I drew the profile diagrams, built the material charts, shot the installed kitchens, wrote the copy, and set the files up for the printer.
Hinge Cabinetry
Brand identity, catalog design, photography, copywriting
A second line, frameless and more technical, aimed at a buyer who wants flat slab doors and no face frame. It had to read as a different company than Harris while coming out of the same shop.
Darker palette, engineering drawings instead of styled vignettes, and specification language throughout.
Social campaigns
Concept, design, copy and photography
Carousel posts for the shop's social accounts. A hook slide, then eight detail cards, each built on a photograph of a job the shop actually finished, so the marketing doubles as proof of the work.
Written to teach rather than sell, which is what makes people save the post and send it to a contractor.
Storm response campaign
Concept, design and copy for Cabinet Tree Studio
Local placements run after storms came through the area. One offering a free design consultation for damaged homes, one offering priority scheduling for people trying to get a working kitchen back.
A split frame puts a finished kitchen on both sides of the message, and the copy stays plain, because someone in the middle of an insurance claim does not want to be sold to.
Review cards
Design and print production
A two-sided card left with the customer at the end of a job. QR codes to Houzz and Google, so someone who is happy with their kitchen can leave a review in about twenty seconds instead of hunting for the listing.
Photography
Shot on location, edited in Lightroom
Installed kitchens photographed in finished homes, usually in one pass on the client's schedule. Wide views for the catalogs, details for social, and close work on edges, joinery and hardware.
Everything in both catalogs and across the websites is mine, stills and video, finished rooms and the shop floor.
Websites
Design, build and upkeep in Squarespace
Three public sites across the brands, each carrying its own identity and product photography.
Dealer portal
Design and build, AI-assisted development
A tool for the dealer network: project records, admin, notes, and configuration profiles for the made-to-order door program, so a rep can put together a custom door from outer edge, interior edge and center panel without a phone call.
The public pages and the dealer application are open. The working side sits behind the login.