Rebranding Clutchhouse Venues & Events into Clutch Venues

A High-Performance Redesign That Converts

A complete brand and UX overhaul turning an underperforming event site into a luxury-grade, conversion-driven experience for New York’s premier automotive venues.

See the full site at www.clutchvenues.com

The Challenge

The original site lacked clarity, cohesion, and conversion. Its visuals didn’t reflect the exclusivity of the venues, and users struggled to take action.

My goal: rebuild the brand from the inside out: clarify its voice, modernize the UX, and drive qualified leads.

The original site Design

Brand Strategy + Repositioning

I repositioned Clutch Venues from a generic event rental company to a full-service luxury experience.

The new identity, anchored by Turn the Key. Ignite the Moment. balances automotive precision with white-glove hospitality.

Designed to attract Fortune 500 and growth-stage clients.

UX & Conversion Design

I restructured the site for effortless conversion.

From the moment a visitor lands, the brand promise is front and centre, guiding them to ‘Explore’ rather than forcing a booking.

The refreshed information architecture puts venue specifications and action-paths right in view, mobile-first interactions take priority, and sticky CTAs ensure lead capture no matter where the user is in the journey.

Key Improvements to Highlight

Clear hero value proposition: The new tagline “Turn the Key. Ignite the Moment.” is bold and focused, instantly conveying the brand promise of exclusive venues + seamless execution.

Directional CTA hierarchy: The hero includes the primary action “Explore All Venues” instead of a pushy “Book Now,” giving users a lower-friction entry point.

Venue preview cards with clarity: The “Most Popular Showrooms” section provides clear thumbnail specs (guest count, location) right up front — helping users evaluate fit quickly.

Visual storytelling of value props: Above the fold, repeating statements like “Exclusive spaces • Iconic cars • All-inclusive food and drink • Complete A/V support” reinforce what makes the offering different.

Simplified navigation & sticky CTAs: The sticky “Get Started” and “Contact” buttons ensure users can act anytime, reducing drop-off risk during browsing.

Better content structure for scanability: Use of short paragraphs, bullet-like specs, and consistent headings makes it easier for busy corporate users to digest information fast.

Responsive design and mobile-friendly cues: The site adapts well for smaller devices (via stacking and large tap targets) which is important for decision makers on the go.

Engaging text and scroll animations: The user is more engaged with the brand storytelling through strategic animations that let the brand story unfold without feeling overwhelming.

Increasing user trust: Adding testimonials, FAQ sections, previous events section, and highlighting the luxury auto brands adds authority and authenticity that helps build trust.

Focused micro-copy & tone: The copy now frames Clutch as a premium service (“white-glove,” “turn-key,” “showrooms transformed into elevated experiences”) rather than just a space rental.

See the full site live at www.clutchvenues.com

Built No-Code Website & Custom Design System

• Created a modular component library in Framer and Figma for cards, CTAs, and typography, ensuring consistency across desktop, tablet, and mobile.

• Built a responsive no-code website on Framer with subtle motion to reinforce a feeling of precision and control.

• Linked the backend of the site to the business owner’s CRM platform enabling consolidation of leads, nurture campaigns, and bookings.

Results & Reflection

The new Clutch Venues site now feels as refined as the showrooms it represents, clear, confident, and built to move.

Within the first month of launch, Clutch Venues went from zero inbound conversions to a measurable pipeline of qualified corporate leads. Early engagement metrics point to a sustained lift in both session quality and conversion intent.

Early Results & Emerging Impact (First Month)

• 38% increase in average time on site (visitors staying to explore multiple venues)

• Visitors per session up 52% — users browsing 2.1 venues per visit on average

• Conversion rate: ~2.3% from site visit to inquiry form submission (from 0% prior)

• Mobile traffic up 60%, confirming the responsive redesign improved usability

• Bounce rate down 41% due to clearer CTAs and refined navigation flow

• Top-clicked CTA: “Explore Venues” — outperforming “Book Now” by 4×

• Return visitors up 18%, signaling stronger engagement and brand trust