Hurtado

The challenge

Hurtado is a furniture brand with a long history, a broad catalogue and a strong presence in both residential and professional projects.

The website needed to communicate the quality, elegance and craftsmanship behind the brand, while also making a large amount of information easy to explore.

The main challenge was to design a digital experience that felt premium and aspirational, but also clear and functional for different types of users: interior designers, distributors, architects, contract clients and private customers.

The site had to balance three important needs:

• present the brand as elegant, timeless and internationally established,
• organize a wide catalogue of products, collections and categories,
• and make the browsing experience simple, visual and efficient.

My role

I was involved in the web design of the project, working on the visual structure and user experience of the website.

My work included:

• defining the page structure,
• designing the visual interface,
• organizing product and collection content,
• creating a refined and premium digital direction,
• improving the clarity of navigation,
• adapting the design to catalogue pages, product categories, collections, inspiration sections and contact areas.

Approach

Designing for a premium furniture brand

The design direction was built around elegance, balance and visual clarity.

For a brand like Hurtado, the website could not feel generic or overly commercial. It needed to reflect the value of the product: carefully crafted furniture, refined materials, timeless design and attention to detail.

The interface was designed to give space to the imagery and allow the furniture to become the main focus. Layout, typography, spacing and rhythm were used to create a calm and sophisticated browsing experience.

Organizing a large catalogue

One of the key parts of the project was the product structure.

Hurtado has many product categories, collections and styles, so the website needed a clear system that could help users move through the catalogue without feeling overwhelmed.

The navigation was organized around different ways of exploring the product range: by category, by style, by collection and by room. This made the experience more flexible and useful for different user intentions.

A private customer might look for inspiration by room, while a professional user might need to browse a specific product category or collection more directly.

Balancing inspiration and functionality

The website needed to work both as a brand experience and as a practical catalogue.

The visual sections were designed to inspire users and communicate the lifestyle around the furniture, while the catalogue pages focused on clarity, filtering and access to product information.

This balance was especially important because the website had to support different contexts: residential projects, contract spaces and executive office environments.

Supporting professional users

Hurtado’s audience includes distributors, interior designers, architects and other professional profiles.

Because of that, the website was not only designed as a showcase, but also as a working tool. Sections such as the customer area, product lists, resource center and contact paths were important parts of the experience.

The goal was to make the site feel premium on the surface, but solid and practical underneath.

Outcome

The result was a refined and structured website for a high-end furniture brand with an extensive catalogue and an international audience.

The design helps Hurtado present its collections in a more visual and organized way, while making it easier for users to explore products, discover inspiration, access professional resources and contact the brand.

The final experience supports both brand positioning and usability: it communicates elegance and craftsmanship, but also works as a functional product catalogue for different types of users.

Reflection

This project was a good opportunity to work on a website where visual design and information architecture had to be very carefully balanced.

The challenge was not only to make the website look elegant, but also to make a complex catalogue feel clear, accessible and easy to navigate.

It is a strong example of the kind of web design I enjoy: creating digital experiences for brands with a clear identity, where the interface needs to communicate quality while still being practical, structured and focused on the user.