Sloan branding refresh image - Hands washing under faucet


A global website redesign

Sloan, a 110-year-old global company and leading name in sustainable restroom design, felt that their former website did not adequately address the needs of their key customers and failed to reflect the global and sustainable nature of their brand. We listened and delivered a re-vamped company website that was worthy of a worldwide industry leader.

  • Research and usability testing
  • User interface design
  • Front-end implementation
  • Back-end development
  • Social marketing
  • Product launches

User personas to guide the design process

A solid foundational strategy, created in collaboration with Sloan, was important given the scope of the project. While we aligned ourselves with the vision of key stakeholders, we also conducted extensive user interviews to build representative personas for each of Sloan’s primary customer groups. This would prove an invaluable resource for vetting design decisions throughout the process and ensuring that all user needs were being met.

user persona creation outlines for corporate client

A design for designers

Through multiple iterations, we crafted an aesthetic that would appeal to Sloan’s target audience — designers and architects — while remaining as fast and functional as engineers required. We created a core set of web components that could be reused throughout all of Sloan’s web projects, enabling faster deployment and greater brand consistency. Beautiful typography with a clear hierarchy was an important element, as was the eye-catching use of brand colors. Yet all of this was in service of the true star, Sloan’s products, which took center stage in stunning, full-screen imagery.

Clean design inspiration for plumbing and fixture company
Home page banners used in Sloan design and brand refresh project
Products page custom designed for Sloan manufacturing company's site

Building a brand asset library

As the project progressed, it became clear that there was a lack of high-quality product imagery and iconography that would play a major role in the site’s success. We proposed a brand asset creation project that involved 3D product renderings, case study photography, and flat iconography. We provided art direction for the renderings, creative oversight on case study photoshoots, and execution of the icons — all to ensure a consistency of quality and brand character that comes through in the final site.

Image of fixtures used on corporate website
Image icons of plumbing fixtures for Sloan web design project
Corporate website design for plumbing and fixture company

A better rep finder

The rep finder was an essential but frustrating part of a customer’s experience on the old website, so We invested significant time and testing in the development of the refreshed version. Integrating with the Google Maps API and utilizing VueJS, one of the latest JavaScript frameworks, we were able to create a more responsive and useful feature that would ultimately contribute to an increase in revenue for Sloan.

Find a location - Reps and distributors page design for a corporate client

Living on the bleeding-edge

After many discussions between Sloan’s tech department and our development team, it was decided to use Drupal 8, the latest version of the Drupal content management system, released just weeks before the development process began. Sloan’s website was one of the first global corporate sites to utilize Drupal 8 and we led the charge in researching, testing, and developing several custom modules for the framework. Using the Acquia platform for deployment, we continue to manage ongoing updates and additions to the site.

User experience workflow and design layout for web app project
  • 190% increase in site visits since launch
  • 20,500 pieces of content uploaded
  • 291 brand assets created

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