Woodpecker Flooring

Woodpecker Flooring supplies premium timber flooring for some of Western Australia’s most considered interiors, working in close partnership with architects, designers and builders. Chosen early in a project and lived with for decades, a floor sets the tone for everything built around it. As the business and its professional audience grew, the range called for a digital showroom with the same quality as the timber.

Choosing a floor is a decision made slowly and in stages. A homeowner begins with a feeling. An architect moves from a material palette to a detailed specification. A builder needs the exact product, in the right quantity, on the right date.

Woodpecker’s previous website offered a catalogue and general messaging. It suited quick browsing, and it left each audience to find its own way from idea to application. As the range expanded, product specifications became harder to find, and the distance between inspiration and delivery grew.

The brief was to give every one of those perspectives a clear path through the same website.

We began with a simple observation. Architects and design-conscious homeowners explore flooring through application, texture and context. They look at a space, then at a surface, then at the detail that makes it real.

So we designed the platform as a design tool. Each page follows that natural movement, from a space to a range to a specification, and every step stays close to the next.

Photography leads
An asymmetrical layout gives high-impact imagery the room to carry each page. Structure holds everything in place, so the eye can settle on the timber and the information stays easy to reach. Editorial storytelling and technical detail share the same canvas.

One click to the spec sheet
Intelligent cross-referencing links every product to its matching ranges, technical specifications and project galleries. A visitor can begin with a finished interior they admire and arrive at the data sheet in a single click. Keyboard-navigable filters and carefully structured content keep that path open to everyone.

A dedicated Wishlist brings the project team into one selection. Architects, builders and homeowners can gather ranges, share them, and request samples from the same place.

A custom Laravel and Statamic architecture sits behind the interface. Woodpecker’s extensive product content lives in a single, structured CMS, with custom inventory logic running quietly in the background. The team has clear control of their content today, and room to add new ranges and resources as the business grows.