Time to Unify
When companies are in acquisition mode, more often than not branding is not a major concern. Until it is.
FloWorks is a leader in valves, automation, and specialty fittings with 15 (and counting!) companies that fall under its corporate umbrella. A directive came from the top to unify the brands, with the individual company websites being the first step in the initiative. This unification would help create synergies and partnerships between the individual companies and expand each one’s reach.
Ratcliff Creative partnered with Highway 9 to make it happen.
Using the latest FloWorks site for style and layout, templates were developed to build out each of the company’s sites. The individual companies would be allowed some autonomy, like being allowed to use their own corporate logos and colors that were unique to their brand. But the rest of the content would be ported into the various templates to create a unified look and feel.
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BEFORE
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The design had to accommodate a wide variety of content. Some of the sites were compact brochure-ware while others were full-blown catalogs. The content did not always fall neatly into the templates, so individual pages had to be designed as needed.
In all, 15 sites were rebuilt as part of the unification project. They were also all built on a common platform to facilitate easy management.