Emerald Luxury Coaches

Emerald Luxury Coaches builds high-end custom motorcoaches for clients across North America. Their reputation rests on craftsmanship, tailored interiors, and customer service, and their old website showed none of it.

By the Pixel handled the whole engagement: brand strategy, research, design, development, and copywriting. I led the design and worked closely with our lead developer through the build.

The main goal was the first impression. A visitor should start picturing life in one of these coaches before reading anything, which meant the site had to look as expensive as the product.

It also had to be easy to run. Emerald's team manages coach listings, blog posts, and events themselves, so the polished front end needed a simple content workflow behind it.

The old site was a menu of pages in an order nobody had chosen, and it told no story about the coaches. Stakeholder interviews, competitive research, and content audits shaped the new structure, which walks visitors through Emerald's design philosophy, then its features, then past builds, with each section leading into the next.

The coaches are the point, so the interface mostly stays out of the way: a minimal palette, strong typography, and large photography. Subtle animations and transitions borrow some of the polish of the builds themselves.

We wrote the copy to match the brand and to rank in search, which matters a lot in a market this small.

A slow luxury site undercuts itself, so we paid attention to performance: compressed images, light animations, and lean code, so pages load quickly on any device or network. The site is fully responsive and meets accessibility standards.

Behind it is a custom CMS on the Nova framework, where Emerald's team manages coach inventory, blog posts, and events in one place. Lead capture feeds into Mailchimp.