Case study · Custom apparel and graphic design shop
Flesher Design Co: a first website for a new custom apparel shop
A new custom apparel and graphic design shop in Anderson, Indiana, with no website yet. We planned the sitemap, wrote the copy for all 29 pages and built the site in the owner's brand. It launched in December 2025 and has been bringing in quote requests since.
The Flesher Design Co project in numbers
A new shop for custom apparel and graphic design
Flesher Design Co is a custom apparel and graphic design shop at 6521 W State Rd 32 in Anderson, Indiana, owned by Olivia Flesher. It serves small businesses, nonprofits, schools and individuals across Central Indiana.
The shop does a lot under one name: apparel, direct to film transfers, embroidery, printed goods, awards, promo products and personalized gifts. It also runs Giveback Gear, a fundraising program for schools and nonprofits, and Kayspired, its boutique brand.
The brief: a first website for a new business
This was a brand new website for a new business. There was no previous site to move or improve, so there was no old content, no old structure and no search history to work from. We started from the sitemap.
The site had to explain a wide range of services without burying any of them. It also had to give proper room to the two things that set the shop apart, Giveback Gear and Kayspired, and send each inquiry to the owner with enough detail to quote it.
What the new site had to do:
- Show nine services clearly on the home page, each with a page of its own behind it.
- Give Giveback Gear and Kayspired their own sections.
- Look like the brand: Montserrat type, teal and clean rectangular layouts.
- Take quote requests in a form that says what the customer wants and how to reach them.
- Be something the owner can add to herself.
What we built
A 29-page WordPress site in the client's brand, with the copy for every page written by us and the client's own photography and video throughout.
A sitemap and copy for 29 pages.
We planned the sitemap first, then wrote the copy for every page on it. Services, Catalog, Giveback Gear, Everyday Gear, Kayspired, About and Contact each have a place in the menu.
A home page that shows the whole shop.
It opens on a video header. Below it, a nine-service grid covers Apparel, Direct to Film Transfer, Personalized Gifts, Graphic Design, Embroidery, Printed Goods, Awards & Recognition, Promo Products and Web Design. Impact numbers and live Google reviews follow.
A section for Giveback Gear.
Giveback Gear is the shop's fundraising program. Schools and nonprofits get a custom online apparel store with no upfront cost. It has its own section of the site, so an organization can read how it works without sorting through the rest of the services.
A section for Kayspired.
Kayspired is the boutique brand. It has its own section and its own place in the main menu, beside Everyday Gear and the Catalog.
A quote and contact form that sorts itself.
The form asks which service the customer is interested in and how they prefer to be contacted, and routes each inquiry on those answers.
The brand, applied consistently.
Montserrat type, the shop's teal (#047A72) and clean rectangular layouts on every page. The design was built around the client's own professional photography and video.
SEO titles and descriptions for every page.
Each page launched with its own title and description. We did a cleanup pass on them in September 2026.
How the project ran
Quote and sitemap
We quoted the project at the end of October 2025 and kicked off in early November. With no existing site, the first job was the sitemap: 29 pages.
Design prototype
The design prototype was ready on November 14, in the client's type and color.
Full build walkthrough
We walked the client through the full build the week of November 17. The pages were built with placeholder images while the photo and video shoot was still ahead.
Shoot, then launch
After the client's photo and video shoot, we swapped the placeholders for the real photography and video. The site launched in December 2025.
Owner training
On December 30, 2025 we held a training session with the owner in WordPress, so she can add product pages and blog posts herself.
After launch, and the result
The site's contact form has been bringing in quote requests for custom apparel and embroidery. The most recent arrived in November 2026.
The owner adds to the site herself. Since the training session she can publish product pages and blog posts in WordPress without waiting on us.
We set up giveback-gear.com to point at the Giveback Gear page, with a short, memorable link for each fundraising store. An organization can share its own store address instead of a long one.
We continue to handle hosting, security monitoring and maintenance for the site.
In the client’s words
Quick turnaround and attention to detail
“Lackey Designs did an amazing job designing my website! I was very pleased with their quick turnaround time, great support and attention to detail. They were always on top of my requests and truly took my vision and brought it to life. I look forward to our continued partnership!”
Olivia Flesher, Owner, Flesher Design Co
Services on this project
Website Design
Page layouts designed around how this client's customers decide and buy.
Website Development
The build itself: fast, responsive pages and the custom features the project needed.
Copywriting
Page copy written from a conversation with the owner, in plain language.
SEO
Titles, headings, structure and local details set up so the site is found in search.
Hosting & Maintenance
Hosting, backups, security updates and content changes handled for the client.
Frequently Asked Questions
What other new business owners ask us about this project.
With the sitemap. Flesher Design Co had no previous site, so we first listed the pages the business needed, 29 in this case, and then wrote and designed to that list.
We do. We wrote the copy for every page of this site. Copywriting is part of the project, so the owner did not have to write 29 pages while opening a business.
Yes. This site was designed and built with placeholder images, and we swapped them for the client's own photography and video once the shoot was done. The shoot did not hold up the design or the build.
Yes. The site runs on WordPress, and we trained the owner after launch so she can add product pages and blog posts herself. We stay on for hosting, security monitoring and maintenance.
A short address is easier to share. giveback-gear.com points at the Giveback Gear page on the main site, and each fundraising store has a short link of its own.
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