BoShoCo
TL;DR
Boston Showcase Company is a restaurant equipment supply company. Despite a lot of firm success, their website was not adequately showcasing their full range of services and highlighting their network of reputable partners. This redesign bolsters their credibility for all future potential customers.
The Challenge
Boston Showcase Company (BoShoCo) is a fourth-generation, family-owned business providing foodservice equipment to New England restaurants since 1913.
Their online presence didn’t match their industry reputation. Built on Squarespace 7.0, the site felt dated, cluttered, and failed to showcase what truly made them stand out:
A century of credibility.
Vast capabilities.
Long-standing customer relationships.
The challenge: bring the brand into the present without losing the weight of its history.
Finding the Story
In an initial usability test, 80% of users were unable to even discover the full range of BoShoCo's capabilities in a reasonable timespan. The site overwhelmed, instead of guided.
The website needed a narrative hierarchy that told BoShoCo's story in just a few scrolls.
The photographs below show snapshots from BoShoCo's website from 2019-2024.
Balancing History and Modernity
“Four Generations of Excellence” wasn’t just a slogan. It had to feel present across the site.
Immersing myself in BoShoCo's history and working closely with the CEO ensured alignment with introducing modern design elements that felt true to BoShoCo's 100+ year legacy.
Designing for Credibility
The homepage became a story in itself. Each section was reordered to build a logical flow:
A video hero to establish credibility at first glance.
A counter for years in business as trust anchors.
A clean services grid leading directly to capability deep dives.
An interactive projects grid, letting images of work quality speak for itself.
Case studies and customer highlights reinforcing proof of experience.
Motion and interactivity were crucial to this redesign. Restricted by Squarespace 7.1's limited element builder, I created custom sections enhanced with HTML, CSS, and JS to enhance interactivity.
What I Learned
When a company has history, your job isn’t to add to it, it’s to make sure supporting materials tell properly tell its story.
Foodservice operations work better when they’re built by trusted people who know how. The new BoShoCo site finally says that out loud.
View the live website here: