Middleby Website Refresh & Vibe, Tribe, & Why™

challenge Having experienced exponential growth in recent years, Middley’s website did not portray the vibe of its leader position in commercial foodservice equipment, residential kitchen equipment, and commercial food processing equipment.  solution Through a multi-tiered process, I led the design team through an iterative approach to elevating Middleby’s brand voice and vibe. I used my […]

Carter-Hoffmann Website

challenge The brand’s old website caused people to take too long to find products, and the brand experience did not reflect the brand’s quality and innovation. solution The brand’s website experience was redesigned from start to finish, giving customers an accurate brand experience while respecting their time by giving them a frictionless path to product […]

Crown Steam Group Website

challenge Having acquired three top brands in steam commercial kitchen equipment, Middleby created the Crown Steam Group to give customers a parent brand to find their equipment. solution Starting with a brand identity system that determined the overall visual vibe of the Crown Steam Group, I then created an innovative website experience that allows customers […]

Lincat Website Refresh & Vibe, Tribe, & Why™

challenge As a “house of brands,” the UK-based commercial kitchen equipment brand, having been acquired by Middleby, needed to give its customers a more fluid user experience to find the equipment they needed. solution By spending a great deal of time and strategy on a sophisticated yet intuitive navigation and website architecture, I led the […]

Imperial Range Website

challenge Imperial’s strong brand reputation was not accurately reflected in the website experience it provided for its customers. A redesigned website was needed. solution Simply put, I led the team to design a website that reflected the brand as it is today, leaning hard on its stellar reputation and brand equity in the minds of […]

Corepoint Scientific Website Refresh & Vibe, Tribe, & Why™

challenge Having rebranded, Corepoint Scientific needed a new website experience that reflected its latest chapter. solution I led the team through my Vibe, Tribe, & Why™ brand development process to capture and clarify the brand in the meaty areas the rebrand left out. We then used the Brand Experience Guide to craft a web experience […]

Standex Website Refresh & Vibe, Tribe, & Why™

challenge The Standex corporate website no longer reflected the brand’s authentic vibe, so a new website was needed. solution A completely new Standex website was created from scratch, simplifying the user experience while clarifying the brand voice for its ideal audience. I led us through my Vibe, Tribe, & Why™ process to capture and define […]

Deutsche Beverage and Process Website

challenge Having been acquired by Middleby as part of a robust portfolio of beverage equipment brands, Deutsche Beverage & Process needed to combine two existing websites and refresh their messaging. solution I led the process to arrive at a refreshed brand name and a new website that combined Deutsche’s Beverage and Process divisions into a […]

Icetro America Website Refresh & Vibe, Tribe, & Why™

challenge Having been acquired by Middleby, Icetro America needed to provide its existing and forthcoming expanded customer base with a fluid brand experience through its website, which would allow customers to access products without friction. solution Using the Vibe, Tribe, & Why™ process, we clarified the brand’s ideal customers and brand vibe, then used this […]

WiserSites – Brand Identity – Vibe, Tribe, & Why™

challenge Wisersites had a website and brand identity that no longer aligned with the actual work it produced. solution Using the Vibe, Tribe, & Why™ process, I led a team of designers and developers to craft a brand identity and website for an agency that leads with the code side of websites yet offers impactful […]

Doyon Baking Equipment Website Refresh & Vibe, Tribe, & Why™

challenge Doyon’s website offered customers a brand experience well over 10 years old. Finding the right baking equipment was not intuitive. Overall, the website was not an asset for the brand, as it did not sell equipment to the degree it could/should. solution A new, engaging website that follows established best practices to help Doyon […]