Case study · Ōtepoti Dunedin · 2026
Nulook® Morlite
Nulook® Morlite makes award-winning aluminium joinery in Dunedin, as part of a national network with strict brand rules. They needed a website that worked for homeowners, people upgrading older homes and commercial builders. I cut an eleven-page plan down to nine, built it in Wix Studio inside the Nulook® brand rules, and got it set up for Google and enquiries.
CLIENT Nulook® Morlite, Dunedin
WHEN May to October 2026
The starting point
Plenty to say, plenty of rules
Morlite has made aluminium joinery in Dunedin since 1973, as part of the national Nulook® network. Before I touched the website, I put together a digital marketing review. The biggest finding: the old site was product-focused rather than people-focused. Plenty of specifications, but not much Dunedin, and not much proof of the local expertise behind them.
From there I wrote the copy for every page, a 24-page content document, and took it through approval with the Morlite team, along with their page of handwritten changes. It was good material, but it was a lot for one website, and every page had to stay inside the Nulook® brand rulebook.
Too much site
An eleven-page plan, with FAQs, awards and process steps repeated across several pages.
A brand rulebook
Nulook® logo rules, colours and fonts, with head office signing off all artwork.
Careful wording
Trademarks, product claims and terms that needed to be right on every page.
Three audiences
New builds, people upgrading existing homes, and commercial builders and architects.
01 · The structure
Eleven pages down to nine
The easy option was to build everything in the plan. Instead I asked what each page was for, and merged anything that was saying the same thing twice. Each topic now has one home, so visitors aren't clicking through three pages to find one answer.
- Nine pages: Home, About, Services, Residential, Double Glazing, Commercial, Outdoor Living, Projects & Awards, and Contact
- A Services hub that splits Residential, Double Glazing, Commercial and Outdoor Living, so each audience goes straight to their page
- All the advice and FAQs on Double Glazing, where people are actually asking the questions
- Projects, awards and customer reviews on one page, so the proof sits together
- The "how it works" steps shown once, on Contact, right where people get in touch
Parked for later: a blog, a free guide download and a standalone FAQs page, rather than built half-finished.
02 · The brand and build
Inside the lines, checked at every width
Nulook® is a national brand, so the site had to look like Nulook® and still feel local. I worked from the official brand guidelines: the yellow, the charcoal and the integrated Morlite logo, with the logo rules followed exactly.
The guidelines had a few gaps for the web. The charcoal was listed as a mid-grey that would have failed readability for body text, so I used the dark charcoal the logo actually uses. Yellow text on white fails contrast too, so yellow became the colour for buttons and accents, with charcoal text on top. The brand font is a paid licence, so the site uses free web fonts instead: Playfair Display, Inter and JetBrains Mono.
I turned the team's handwritten notes into site-wide wording rules, like "Nulook® Morlite" every time, "retro glazing" not "retrofit", and "reduced condensation on glass", never "no condensation". Then I built the pages in Wix Studio and checked them properly:
- Every page checked at ten screen widths, from small phones (360px) to big desktop screens (2560px)
- Hero sections fixed so headings never slide under the header on wide screens
- One accordion style across the site for FAQs and advice, and a glazing options table to compare performance at a glance
- A Louvretec® video on Outdoor Living to show the roof opening and closing
- The awards list checked line by line with Morlite before it went on the site
03 · Ready for business
Found, trusted and easy to contact
A joinery website only earns its keep if people can find it and get in touch. So I set up the parts that turn a visitor into a quote request:
- An enquiry form with a branded automatic reply, a duplicate automation removed, and notifications going to the right inbox
- A site-wide setting that was hiding the site from Google found and fixed, with the sitemap working
- New page titles and descriptions written for search on each service page
- Seven redirects, so old links and bookmarks land on the right new page
- A link to the official Nulook® building product information, so architects and builders can find the compliance details
- A privacy policy written for the NZ Privacy Act 2020
11 → 9
pages, with nothing important lost
10
screen widths checked on every page
7
old links redirected, so nothing breaks
4
Fabricator of the Year awards on show
The Morlite team also got a written wireframe, a section-by-section layout guide, and a plain-English finish list of what was done and what was still needed from them.