How Savoir Beds and Studio Graft worked together on a future-facing new website

When Savoir's Marketing Director, Sarah Frederickson, wanted to reimagine and futureproof the luxury bedmaker's website, she called upon the expertise of  Shaun Darwood, Managing Director of digital agency Studio Graft, to mastermind the process from start to finish...

Walpole: Sarah, what was the project you wanted to work on and what attracted you to collaborate with Studio Graft on it?

Sarah Frederickson: We had been considering a website redesign project for a few months. I wanted to make the website more product-focused, and move to Shopify to open up online shopping and futureproof Savoir Beds for the next three to five years. We started conversations with Shaun and the Studio Graft team back in July last year, but weren't quite ready to progress the project at that stage. When we decided to go for it in December, we chose Studio Graft because we felt that they really understood what we were trying to achieve, and there was also a great dynamic between our teams. We wanted an agency that struck a strong balance between creativity and technical capability, understood luxury and could work collaboratively with us, but wasn't too big.

We also liked the team setup at SG because they have a fairly flat structure, similar to what we have at Savoir. They don't have account managers, so you are dealing directly with the people who are doing the work. I think it's pretty rare now to work directly with the Managing Director and Technical Director from the project's inception through to its completion. It definitely added a lot of value to the project.

Shaun, what was it about this project with Savoir that really excited you?

Shaun Darwood: There was an immediate sense that this wasn’t just about delivering a new website; it was about enabling real digital evolution. The brief was ambitious but grounded in reality. What excited us was Savoir’s openness to being challenged, their respect for specialist thinking, and their willingness to properly invest in doing things the right way. It’s rare to find a client who not only wants a great output but also values the process behind it. That trust gave us the space to dig deep and deliver something robust and future-focused.

What was a challenge you came across during the project and how did the other person help you solve it?

Frederickson: The biggest challenge we had was time. The timeline was tight from the start, but the key to making it happen was communication. We had a lot of conversations on Teams and messages on WhatsApp, and this has been invaluable. This is also where the team dynamic comes in; if you have open communication, clear expectations and mutual trust, it makes the whole process much easier. 

Darwood: Striking a balance between strategic depth and operational momentum was a challenge. There’s a temptation in projects like this to jump straight into the build, but we knew the long-term success hinged on proper planning: UX planning, auditing legacy systems, and aligning on business goals. It required constant calibration, and having a committed, responsive client team made it possible to move forward with confidence. It wasn’t about solving a single issue, it was about maintaining the right pace and focus throughout.

What do you think are your brands’ shared values?

Frederickson: Firstly, integrity. I think honesty is incredibly important in any agency relationship, but it's usually underestimated. Sometimes it leads to difficult conversations, but the outcome is usually better in the long run.

Secondly, pride. We take a lot of pride in what we do at Savoir, and this is inherent to craftsmanship. Finding an agency that understands and shares this value can be difficult, but I think SG do this well. Throughout the project, it genuinely felt like they were committed to doing the best possible work.

And thirdly, dedication; an unwavering commitment from start to finish, just like crafting a Savoir bed!

Darwood: There’s a shared belief in substance over noise. Both of our teams care deeply about detail, precision, and long-term thinking. That is reflected in how we structure teams, make decisions, and measure success. We're all focused on what’s genuinely helpful, not just what looks good on the surface.

What is a key piece of advice you’d give to other brands looking to collaborate on a project together in the future?

Frederickson: Take time to have those early conversations and be clear on the deliverables, and work with people you get along with. Projects can last many months and become very painful if you aren't aligned on goals and expectations from the start. 

Darwood: Choose partners who aren’t afraid to ask difficult questions. Be willing to let go of preconceived notions. The best work happens when both sides are invested in the 'why', not just the 'what'. That means fewer surprises, better decision-making, and outcomes that make a difference.

> Visit the new savoirbeds.com here

> Learn more about Savoir Beds in the company's Walpole member profile

> Learn more about Studio Graft in the organisation's Walpole partner profile