Location

Kirkland, WA

Recognition

Crafting Excellence Since 1996

Website

msaindustries.com

Industry

Custom & Customizable Furniture Manufacturing

Objective

MSA Industries is a high-end custom furniture manufacturer known for designing each piece from scratch. They are now expanding with a new Customizable Line — a standardized selection of products available in a limited number of finishes, sizes, and materials. The objective is to create a clean, visually striking website that allows their craftsmanship and design innovation to take center stage. This platform will showcase both custom and semi-custom work, reinforce MSA’s commitment to quality and detail, and serve as a powerful tool for engaging architects, designers, and industry professionals.

1 Showcase-Driven Visuals

We designed a bold, image-focused layout that showcases MSA’s craftsmanship through high-quality galleries and side-by-side project views.

2 Motion-Enhanced Experience

Custom animations and subtle motion bring the site to life, creating a sleek, modern feel that reflects the elegance of MSA’s work.

3 Custom-Built Design System

The entire site is tailored to MSA’s brand—clean, contemporary, and intuitive—ensuring the design supports both beauty and usability.

A modern student center lobby with a wood and white reception desk, large windows showing trees outside, tables and chairs in the background, and hanging black pendant lights.

White stylized letters MSA are centered on a solid black background. The M has a small horizontal line on its left leg, and the A is missing its crossbar.

Black text on a white background spelling “MSA” in a modern, stylized font, with sharp angled lines forming the M and A and a small square dot to the left of the M.

Challenge

MSA Industries needed a website that could balance two distinct offerings: fully custom furniture design and a new semi-customizable line. The challenge was to present both in a way that felt cohesive, luxurious, and intuitive for high-end clients, designers, and architects. It also had to reflect the brand’s dedication to craftsmanship and design excellence without overwhelming the user. Additionally, the site needed to support a smooth experience across devices while visually standing out in a competitive design market.

Our Solution

We created a sophisticated digital experience that elevates MSA’s brand. Through bold visuals, elegant motion, and a fully custom design system, we clearly distinguished the Custom and Customizable product lines. Subtle animations and interactive elements guide users effortlessly through the site, making it both beautiful and functional for design professionals. We also built intuitive features that allow users to explore different product configurations, including viewing pieces in various sizes, materials, and colors—bringing the customizable experience to life online.

Process of MSA Industries design

1 Research

We explored MSA’s brand, audience, and competitors to align design with business goals.

2 UX Strategy

Defined user flows to guide visitors from inspiration to inquiry or quote.

3 Information Architecture

Organized content and structure to ensure intuitive navigation and clarity.

4 Visual Design

Created a refined system with elegant type, clean layout, and brand-driven colors.

5 Motion Design

Used subtle animations to elevate the experience and reflect craftsmanship.

6 Development

Custom-built for speed, responsiveness, and seamless performance across devices.

A SWOT analysis chart with four colored quadrants: strengths, weaknesses, opportunities, and threats. Each section contains several sticky notes listing relevant points for a business.

Research

We began with a comprehensive analysis of MSA Industries’ existing website to identify areas of improvement. This included evaluating the structure, content, and user experience, as well as understanding the unique needs of MSA’s target audience, which includes designers, architects, and high-end clients. We also examined competitors’ websites to understand industry trends and identify opportunities for MSA to stand out in the market. Strengths like in-house manufacturing and fast renderings guided our direction, while challenges like limited digital marketing and a lean team were considered. This research helped shape a more strategic approach to the design, ensuring it met both functional and aesthetic expectations for MSA’s high-end clientele.

Key Findings

The homepage lacked clear calls to action, making it difficult for users to navigate.
The Custom and Customizable product lines weren’t sufficiently differentiated.
Product details, including materials, finishes, and colors, were not easily accessible.
The site did not adequately convey the luxury and craftsmanship of MSA’s products.
Key information about the company’s design process was not prominent or easy to find.
There were no clear pathways for potential clients to inquire or initiate projects.
The site was missing interactive elements that could enhance user engagement and showcase the products’ versatility.

Recommendations

Revamp the homepage with clear calls to action for exploring products and initiating inquiries.
Create distinct sections for Custom and
Customizable products, with a visual product configurator for exploring options.
Showcase the design process with interactive elements and high-quality visuals emphasizing luxury and craftsmanship.
Add a dedicated “About” page to highlight MSA’s history, values, and key team members.
Integrate “Submit for Quote” or “Get in Touch” features and include testimonials to build trust and encourage engagement.

A laptop on a desk displays a website for MSA, showing sketched portraits of executives named Scott and Richard, a team description, and an image of a wooden project. Sunlight casts shadows on the desk.

UserPersona

A smiling woman with long dark hair, wearing a beige sweater, stands holding design samples in a modern office with shelves and books. Text beside her describes interior designers roles, motivations, fears, and evaluation criteria.

A comparison of white and black colors: a rounded white square labeled White with hex code #FFFFFF, and the word Black with hex code #000000 on a black background.

A blue letter A is centered on a black background. Below it, the alphabet and numbers 0-9 are displayed in blue, separated by a thin horizontal line.

Visual Design

A website mockup for MSA, a fabrication and design company, featuring photorealistic renderings, service areas, manufacturing info, login form, and images of modern interiors, sketches, and office spaces.

A computer monitor on a desk displays an image of a modern, well-lit reception area with large windows, wooden furniture, and a sign reading Student Center Access.

A smartphone on a desk displays a website featuring an office interior with a window view and a list of service areas. Surrounding items include a keyboard, coffee cup, pen, and flowers.

A laptop displaying a painting companys website sits on a white table. A hand holds a white flower beside the laptop, and soft sunlight casts shadows on the wall and table.

A smartphone displaying a landscaping companys website lies on a beige surface near a woven basket, a glass container with binder clips, and an open notebook in sunlight.

A man in a brown suit with a white shirt and patterned tie, smiling, stands in front of a rustic wall and a hanging flowerpot. He has short dark hair and is wearing a boutonniere.

Integrity Marketing was awesome to work with.

They really understood our vision and helped us bring it to life. We weren’t sure how to show our process in a way that would resonate with our target audience. Integrity Marketing helped us craft compelling messaging and marketing language and visuals that accurately reflected our brand and value proposition. They were quick, responsive, and easy to talk to. Even though they’re a big team, it felt like we were working one-on-one. Thank you!