Rebranding and HubSpot website redesign to support international growth
A recognized international player in the world of packaging, Miller Graphics supports brands, distributors and printers across the entire packaging production process, from design to print.
Thanks to its technical expertise, print-ready artwork production services and proprietary Atom software platform, the company has established itself as a strategic partner helping brands streamline artwork management, validation workflows and digital assets on an international scale.
Business challenges
Despite this high level of added value, Miller Graphics' historical website no longer reflected the brand's positioning or ambitions: it was difficult to administer, performed poorly in terms of SEO and not optimized for lead generation. As part of a more ambitious digital transformation strategy, Miller Graphics called on if/else agency with several key objectives: to modernize their web identity, migrate the entire site to HubSpot CMS, improve SEO performance, create clear user journeys for an international B2B audience, and enable the marketing team to manage content independently.
The challenge was also to strengthen their visibility in order to strengthen their position as a leading player in the industry.
Building a stronger digital foundation
To meet Miller Graphics' challenges, our team focused on the following priorities:
- Refresh Miller Graphics’ visual identity and identity
- Create clear user journeys, adapted to an international audience
- Design a B2B lead generation site on HubSpot
- Migrate their entire old site to HubSpot CMS
if/else agency support
Brand identity overhaul
We began by modernizing Miller Graphics' existing graphic identity to bring it up to date. Inspired by the group's industrial heritage and multicultural presence, the proposed art direction refreshes the brand's image while ensuring consistency and elegance. In order to communicate these changes within the group and ensure consistent adoption across teams, it is embodied in a complete brand book, including the typographic, color and iconographic rules of this new identity.
Web design & UX/UI path
After the identity, we began work on the future website. We began by restructuring the pages and the user experience, to improve understanding of the offer and navigation. A tailor-made UX approach was used to streamline navigation and make key information easier to access.
Website development on HubSpot CMS
Based on a modern identity, optimized mock-ups and our proprietary development framework, our developers developed the entire new site on HubSpot CMS. It combines performance, modularity and ease of use. Content is now fully manageable via flexible modules, giving marketing teams greater autonomy to create and update their pages, without relying on developers.
Project management & collaboration
To ensure that the project ran smoothly, it was carried out in successive sprints. Each phase - zoning, mock-ups, development, testing - was subject to dedicated validations. Operational monitoring was handled via Productive, while feedback and adjustments were managed through Markup, offering total transparency to the customer throughout the project. If you'd like to find out more about our working method, you can read about it here.
Design focus: a modernized identity faithful to the brand's DNA
Design was a central element of the project. Our creative team and designers worked to evolve the existing identity to bring a more modern and structured feel, structure and legibility, while while staying true to the brand’s heritage.
We began by defining a coherent visual universe, based on :
- Robust typography, evoking industrial precision
- A modernized color palette, striking a balance between seriousness and accessibility
- A functional iconography to simplify the reading of the offer
- Spacious layouts to highlight technical expertise.
These elements were brought together in a complete brand book, providing the Miller Graphics team with a clear framework for future productions (web, print, communication).
This work helped to restore overall harmony between the various media, and to better embody the Group's values of innovation, performance and industrial excellence.
At the same time, the design of the UI mock-ups led to the creation of balanced, immersive pages. Business visuals were carefully integrated to illustrate the Group's technical expertise.
Modular content blocks were designed to adapt to different needs (highlighting offers, customer cases, services, regional pages, etc.) without ever sacrificing elegance and clarity.
The entire design was guided by a simple principle: showcase expertise while facilitating access to information and promoting conversion.
Mission results
- A new, modern and coherent visual identity, reflecting the Group's industrial heritage.
- A fluid user experience, adapted to an international audience
- A high-performance site, designed for B2B conversion
- Total autonomy for the marketing team on HubSpot
- Modular templates for easy generation of new pages and campaigns
Conclusion
With this complete overhaul, Miller Graphics now has a site that matches its ambitions.
The combination of a rethought design, a user experience focused on readability and conversion, and integration with HubSpot CMS means that the group can rely on a modern, scalable and high-performing platform.
This new platform represents much more than a website: it lays the foundations for a digital strategy capable of supporting the brand's international development and support long-term inbound marketing efforts.
Would you like to see the final result? Discover the final website.