Project Background
While at Sandhills Global, I led the design and development of a fully custom website for ASG Equipment Group, a heavy equipment rental and fleet management company based in Australia. The project was bold in both vision and scale—spanning custom prototyping, hand-coded development, and international collaboration across time zones. What made this project particularly unique was that I built the site not once, but twice. The original version had been fully designed, approved, and coded into a complete front-end build. Then, shortly after staging, the leadership at ASG changed, and the project was reimagined from the ground up.
Design & Prototyping Process - An International Partnership
After regrouping with their new creative lead Tiffany—alongside Darpan, our longtime Sandhills sales rep—we started fresh. Tiffany’s goal was something striking, modern, and above all, editable. To meet that challenge, I returned to Adobe XD and built out a complete, fully clickable prototype of the new site structure. Every screen, hover effect, and layout interaction was mapped and shared. We went through multiple rounds of review, where the client and I iterated on spacing, image layouts, mobile responsiveness, and typography until every page felt dialed in. With the time difference between Nebraska and Australia, I often stayed late to keep communication flowing smoothly and decisions moving forward.
Development Approach
Once designs were finalized, I moved into development—building a fully custom WordPress theme from scratch. We created a completely fresh inventory layout using WordPress custom post types. This gave us greater control over design while empowering the client to manage equipment categories, listings, and images on their own. Even the direction of the background shovel image on the homepage is client-editable. The timeline section, which scrolls horizontally across the screen, is custom-coded but fully manageable through the WordPress dashboard.
Reflections
What stands out to me about this project isn’t just the visual identity or the technical structure—it’s the collaborative process. Working with Tiffany and Darpan across borders was challenging in all the best ways. We made something visually rich, flexible, and deeply tied to the client’s business goals. The ASG Equipment site is one of my favorite examples of how thoughtful UX, precise development, and open communication can come together across borders to create something both beautiful and practical.
