CONSTRUCTION RETAIL CHAIN WEBSITE
Parr Lumber
Parr Lumber is a nearly century-old building materials company serving contractors, builders, and homeowners across the Pacific Northwest through a network of retail locations, manufacturing divisions, and specialized construction services.
Bringing their Rebrand to Life
Parr approached Bizango at a pivotal moment. The company had recently evolved its brand identity and was looking for a digital experience that could finally bring that personality to life online.
At the same time, the organization itself was changing — consolidating multiple divisions under one umbrella, leaning more heavily into contractor relationships, preparing for expanded ecommerce capabilities, and rethinking how it educated both professionals and homeowners. What made the project especially rewarding was the strength of Parr’s internal team.
From marketing and creative leadership to sales and operations, the people involved brought an unusually thoughtful, collaborative, and self-aware perspective to the process.
Conversations went far beyond surface-level aesthetics, diving into customer psychology, contractor workflows, regional identity, operational realities, and the evolving role Parr wanted to play in the construction industry.
The challenge was not simply to redesign a website, but to create a cohesive digital platform for a large, layered organization with multiple audiences, services, and business units — guided by a client team that cared deeply about getting the details right.
Serving the Both Consumers and the Construction Industry
One of the biggest strategic challenges was balancing Parr’s two primary audiences: professional contractors and everyday homeowners — two groups that approach construction projects with entirely different goals, expectations, and levels of expertise.
Drawing on Bizango’s deep experience working with builders, contractors, architects, and construction-industry clients throughout the Pacific Northwest, we understood that contractors needed speed, efficiency, technical clarity, and tools that supported real workflows, while homeowners needed education, confidence, and guidance through unfamiliar decisions.
The website needed to speak fluently to both audiences without diluting either experience. Contractors required streamlined access to quotes, account tools, technical resources, and specialized services like truss manufacturing and framing systems, while homeowners needed approachable pathways into projects like decking, kitchen remodels, and exterior renovations.
The challenge was creating a unified experience that could support both audiences naturally, without feeling fragmented or coming across as corporate.
The Homepage
Our solution focused first on redefining the role of the homepage itself. Rather than treating the site as a collection of divisions and departments, we reframed the experience around the needs of Parr’s customers.
The homepage became a gateway into the Parr ecosystem — balancing contractor-focused tools and services with approachable consumer pathways, seasonal promotions, educational content, and store experiences.
Throughout the process, we worked closely with Parr’s marketing and leadership teams to refine messaging, audience journeys, and navigation architecture across a site with more than 100 planned pages and multiple integrated platforms.
Brand-Driven Web Design
Visually, the project represented a major evolution for the Parr brand online. Working from an expanded brand system developed internally by Parr, we translated the company’s new identity into a warm, modern, Pacific Northwest-inspired digital experience.
Photography played a major role in the direction of the site, moving away from generic “big box retailer” aesthetics and toward something more human, regional, and authentic.
The design emphasized real people, job sites, craftsmanship, and community — helping reinforce Parr’s identity as a trusted local partner rather than simply a place that sells building materials.
As the project expanded, the website also became a foundation for future growth initiatives — including ecommerce integration, contractor account systems, specialized landing pages for divisions like OptiFrame and Parr Design Center, and more personalized customer journeys driven by CRM and persona-based marketing strategies.
The final result was a flexible digital platform capable of supporting Parr’s scale, complexity, and evolving business goals while still feeling grounded in the company’s culture and Pacific Northwest roots.
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