America's finest marine flagstaffs — handcrafted since the 1940s, now with a website to match.
Services
UI/UX design
Web Application
The challenge
Founded in the late 1940s on the shores of Buzzards Bay, Massachusetts, Bete-Fleming has spent more than 70 years crafting the finest wooden flagstaffs for boats, homes, and businesses in America. Their Resolute Flagstaffs — handmade from teak, mahogany, and ash, finished with five coats of Epifanes marine varnish — are the product of choice for discerning mariners who take pride in flying their colours properly.
With a product built for the web’s most loyal customers — boaters and flag enthusiasts who know quality when they see it — Bete-Fleming needed a digital presence that honoured the craftsmanship of the product, supported e-commerce across their range, and gave the brand the online stature it had long deserved.
Our approach
Autumn Lane AI led UX design and custom web development for Bete-Fleming, creating a product-forward experience that lets the craftsmanship do the talking. The site architecture organises the product catalogue by use — marine, home, and business — with clear pathways to product selection, sizing guides, and purchase.
The design tone reflects the brand’s heritage and values: understated quality, American craftsmanship, and genuine pride in the product. The e-commerce build supports the full range of flagstaffs, accessories, and flags, with a clean checkout experience that matches the premium nature of the product.
The Result
Bete-Fleming now has a digital flagship as well-made as the flagstaffs themselves. The site supports direct product sales across marine and home categories,
communicates the story and craftsmanship behind the Resolute line, and gives a genuinely excellent American manufacturer the web presence its products have always deserved.