Bringing Two Brands Together: Evolving Design and Strengthening Fluid Branding’s Magento Experience
more modern
Visually aligned with Brand Revolution
Structurally consistent across devices
Clearer in hierarchy and navigation
The Client
Fluid Branding is a globally recognised promotional merchandise provider operating on Magento (Adobe Commerce). With a strong reputation in the merchandise space, Fluid continues to lead this core offering, while Brand Revolution drives marketing and brand activation in the US.
As the relationship between the two brands evolved, new commercial opportunities emerged, including shared leads and closer cross-market collaboration. To support this growth, the digital experience needed to better reflect their connection, while still allowing each brand to maintain its own identity.
The Brief
Dev Team engaged to redesign and modernise the Fluid Branding website, bringing its visual direction closer to Brand Revolution’s updated identity while preserving Fluid’s established brand recognition.
The scope focused on refreshing key customer-facing pages and improving overall visual clarity without altering the existing Magento (Adobe Commerce) architecture or disrupting core e-commerce functionality.
The primary challenge was clear: create alignment without dilution.
Two distinct brands needed to feel strategically connected, while still standing independently. At the same time, Magento’s existing structural framework limited how far layout and architectural changes could go.
Any design evolution had to work within these constraints:
- Maintain Fluid Branding’s distinct positioning
- Refreshing key customer-facing pages
- Improving visual clarity and hierarchy
- Operate within Magento’s current structural setup
- Ensure full responsiveness across desktop, tablet, and mobile
- Protect live e-commerce performance and stability
The Solution
We introduced a cleaner, more contemporary visual system informed by Brand Revolution’s updated guidelines while preserving Fluid’s established tone and familiarity.
Importantly, while the Magento platform itself was not rebuilt, we rebuilt the frontend theme. The existing theme remained in place while the new theme was developed and prepared in parallel, allowing for a controlled and seamless transition.
Our approach focused on refinement rather than reinvention:
- Elevated typography and spacing systems
- Simplified layout structure for better visual hierarchy
- Improved spacing, layout structure, and UI patterns for a smoother experience.
- Applied consistent design patterns across all redesigned pages.
- Built responsive versions that feel natural and easy to use on tablets and mobile devices.
The Work
We redesigned and modernised the following core touchpoints:
- Homepage
- Search Results
- Product Listing Pages (PLP)
- Product Detail Pages (PDP)
- About Page
- Contact Us
- Sustainability / Express Pages
- Complete mobile and tablet adaptations
The Results
Fluid Branding’s digital experience now feels:
more modern
Visually aligned with Brand Revolution
Structurally consistent across devices
Clearer in hierarchy and navigation
From a delivery perspective:
- Magento’s architecture remained unchanged
- A new frontend theme was successfully rebuilt and implemented
- The new theme was deployed with zero downtime
- No disruption to site stability during go-live
This project reflects how our team approaches digital evolution by working within real-world constraints, respecting what already performs well, and modernising the experience without introducing unnecessary risk.
If your brand is evolving and you need your website to follow without risking operational stability, we’re ready to help.
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Prefer direct contact?
Phone
(02) 7004 4847
Prefer direct contact?
Phone
(02) 7004 4847
