MSA Industries
The objective
Create a sophisticated digital platform showcasing MSA's high-end custom furniture and new semi-customizable product line. The site needed to emphasize craftsmanship while serving architects, designers, and industry professionals as a powerful engagement tool, balancing two distinct product offerings in a cohesive, luxurious manner.
The challenge
The homepage lacked clear calls-to-action and navigation was difficult. Custom and Customizable product lines were insufficiently differentiated. Product details including materials, finishes, and colors were not easily accessible. The site failed to convey luxury and craftsmanship adequately. The design process information was not prominent or discoverable. There were no clear pathways for client inquiries or project initiation, and interactive elements to showcase product versatility were missing.
Our approach
Created a sophisticated digital experience featuring bold, image-focused layouts showcasing craftsmanship through high-quality galleries. Custom animations and subtle motion reflect elegance throughout. A fully custom design system ensures a clean, contemporary, intuitive experience. Interactive product configurators allow exploration of sizes, materials, and colors. Distinct sections with clear CTAs guide users from inspiration to inquiry.
Key deliverables
Visual-First Layout
Bold, image-focused design showcasing craftsmanship through high-quality galleries and custom animations reflecting the elegance of handmade furniture.
Product Differentiation
Distinct sections clearly separating Custom (fully bespoke) from Customizable (standardized with limited options) product lines with visual configurators.
Interactive Engagement
Quote submission features, interactive configurators, and testimonial integration building trust and enabling seamless client inquiry pathways.
The process
Research
Explored brand, audience, and competitors to align design with business goals.
UX Strategy
Defined user flows from inspiration to inquiry and quote request.
Information Architecture
Organized content for intuitive navigation and clarity.
Visual Design
Created refined system with elegant typography, clean layout, and brand-driven colors.
Motion Design
Used subtle animations elevating the experience and reflecting craftsmanship.
Development
Custom-built for speed, responsiveness, and seamless device performance.
Research & findings
Navigation Deficiency
Homepage lacked clear calls to action and navigation was difficult for first-time visitors.
Product Confusion
Custom and Customizable lines were insufficiently differentiated, creating confusion about offerings.
Inaccessible Details
Product details including materials, finishes, and colors were not easily accessible to prospective clients.
Weak Luxury Positioning
Site failed to convey the luxury and craftsmanship that defines MSA's brand in person.
Hidden Process
Design process information was not prominent or discoverable, missing an opportunity to build client confidence.
Missing Engagement
No clear pathways for client inquiries or project initiation, and no interactive elements to showcase product versatility.
Recommendations
Revamp homepage with clear CTAs for product exploration and inquiries.
Create distinct sections with visual product configurator for each line.
Showcase design process with interactive elements emphasizing luxury.
Add dedicated About page highlighting history, values, and team.
Integrate quote submission features and testimonials for trust-building.
User personas
Design system
Elegant typography and clean layouts with brand-driven color palette. Refined, contemporary aesthetic emphasizing high-quality imagery and subtle motion throughout.
Visual design
Full website mockup showcasing photorealistic renderings, service areas, manufacturing information, and images of modern interiors and office spaces.
"They really understood our vision and helped us bring it to life. Integrity Marketing helped us craft compelling messaging and visuals reflecting our brand and value proposition. They were quick, responsive, easy to talk to. Even though they're a big team, it felt one-on-one."
Scott B.
Owner, MSA Industries
Key takeaway
Luxury product companies need websites that let craftsmanship do the talking. High-quality imagery, subtle animation, and intuitive navigation communicate quality more effectively than any copy.
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