Kindel Furniture has updated its digital presence in several stages over the past 3 years. The latest update was an overhaul to the messaging of the website to better communicate the quality of the products based on the history of the craftmanship, the customizable options, and the variety of options beyond its traditional mahogany furniture roots. These changes included web page format changes, as well as new imagery approaches from stills to videos, as well as a change in copy messaging.