At Adigi, we’re passionate about working with brands that share our appreciation for intelligent design, innovation, and long-term thinking. One of the most rewarding examples of this is our enduring partnership with NaughtOne — a British furniture design company with a global mindset and a place within the MillerKnoll collective.
Our work with NaughtOne goes far beyond individual projects. It’s a strategic collaboration focused on digital performance, brand storytelling, and scalable growth — all through the lens of exceptional design.
Who Are NaughtOne?
NaughtOne is a leading name in modern workplace furniture — designing and manufacturing beautifully crafted pieces used in the world’s most innovative environments. From tech giants like Google and LinkedIn to co-working spaces, boutique hotels, and educational institutions, their products speak a universal design language.
Now part of MillerKnoll, a global collective of dynamic design brands, NaughtOne’s international footprint has expanded rapidly. With that growth comes the need for a digital ecosystem that matches the quality and reach of the brand.
A Multi-Dimensional Partnership
Over the past five years, we’ve built a trusted, strategic relationship with NaughtOne — one that’s evolved into a performance-focused retainer model. We’re not just a service provider; we act as a digital growth partner, actively contributing to their visibility, engagement, and scalability online.
1. Elevating Brand Storytelling Through a Design-Led WordPress Website
As a creative WordPress website agency, our goal is always to craft digital experiences that elevate our clients’ brands and support their commercial goals. Our work with NaughtOne — a global design-led furniture manufacturer — is a strong example of how thoughtful web design can transform product storytelling.
One of the biggest improvements has been the redesign and rebuild of their product pages. Built in WordPress, these new templates allow for richer content, stronger visual impact, and clearer user journeys. Each page now highlights product details, showcases designer information, and includes a sticky panel linking to key resources, specifications and enquiry options — all geared towards increasing conversions.
We’ve also reimagined the product index. Previously limited to a single thumbnail per product, the old layout didn’t reflect the flexibility or customisation NaughtOne offers. Our new solution supports multiple image variations per product — a must for a brand known for its modularity. The result is a more engaging, user-friendly interface that better reflects the quality of the products and the strength of the brand.
In addition to these core improvements, we’ve enhanced the homepage design, restructured the main navigation, and redesigned the site footer — all part of delivering a more intuitive, visually impactful user experience.
Finally, we’re about to launch a brand-new WordPress-powered resources section. Replacing a Dropbox-based system, this branded hub makes it easier for NaughtOne’s team to manage CAD files, brochures, and images — and just as importantly, much easier for interior designers, specifiers and architects to find what they need quickly.
2. Performance and Engagement
We’ve reimagined the website’s conversion strategy to meet users wherever they are in their journey. Key enhancements include:
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“Quick Enquiry” buttons on product pages.
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Sector-specific CTAs tailored to industries like Education, Hospitality, and Workplaces.
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Gated content and short forms to generate warmer leads with less friction.
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A fully branded email studio powered by Klaviyo, supporting campaign planning, launches, and automated follow-ups.
This performance-driven approach increases lead volume and quality, while also strengthening alignment with NaughtOne’s sales team.
3. Designing for Scale
As NaughtOne’s global reach grows, we’re helping future-proof their platform. Highlights include:
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Multi-region site delivery using IP detection and CDN technology.
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A gated resources hub for specifiers, including CAD files, product spec sheets, and high-resolution imagery.
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Flexible CMS templates that support regional expansion, multilingual content, and scalable design systems.
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Enhanced analytics through Google Looker Studio, helping track engagement, conversion funnels, and campaign performance.
These capabilities allow the site to not only keep pace with growth but actively enable it.
Why a Value-Led Retainer Works
Our shift to a performance-based retainer model has been pivotal. Rather than working on a per-project basis, we now offer fluid, ongoing support that includes quarterly reviews, proactive recommendations, and real-time optimisations. This setup allows us to:
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Bring new ideas to the table regularly.
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Track and improve digital performance consistently.
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Stay aligned with evolving marketing and business priorities.
The result is a more agile, proactive digital partnership — one built on shared accountability and long-term growth.
What’s Next
As NaughtOne continues to push design boundaries and expand its global footprint, our role is to ensure the digital experience scales with the brand. Together, we’re creating a design-led, performance-driven digital presence that reflects the values of both organisations.
We’re proud to support NaughtOne’s journey — not just as their digital agency, but as an extension of their creative team.
“The website should act as a constant engine — attracting new audiences, converting interest into conversations, and giving the sales team the tools they need.”
We couldn’t agree more.
Interested in building a performance-focused partnership like this?
Let’s talk about how Adigi can help you scale with strategy, creativity, and intent.