Situation

 

 

Hometown Trolley came to us with their new brand and asked for a way to integrate all this newness into the existing online presence that they love.

This isn’t the first website we created for Hometown Manufacturing. In fact, when we first met Jessica and her family, the business was named Hometown Trolley and they specialized in (you guessed it) trackless trolley busses. They had several models that were designed and built in the northwoods of Wisconsin. Jessica had mentioned that one day they were thinking they’d expand their product lines but not to worry about it when Hometown Trolley’s new site was created in 2016.

A few years later, Hometown Trolley came to us with their new brand, Hometown Manufacturing, and new bus line, Hometown Coach, and asked for a way to integrate all this newness into the existing online presence that they love.

Challenge

The original trolley site was built to inspire nostalgia, which was the brand voice that we used to set their line apart from their main competition: transit busses. With the new Hometown Manufacturing umbrella building both trolleys and busses, we agreed that they needed a way to stand out yet keep a similar feeling and tone. We discussed their affection for the trolley site, that it had aged well and wasn’t in need of a redesign. In addition, we wanted to help accomplish their goals on a budget as the company was investing in manufacturing to really grow the line.

Strategy

Create consistency across the organization while giving each brand its own look, feel, tone.

With the good bones of the Hometown Trolley site as our base, we set about cloning the layout and modifying it to fit the Hometown Coach bus product line. We gave the coach site its own look, tone and feel, while keeping consistency with the overall brand. The product page was built for growth, as they were in the thick of engineering additional models not yet released for purchase. To pull it all together, we built a landing page for the new brand, Hometown Manufacturing. Here we provided customers a way to dive right into the product line they’re most interested in, while highlighting the unique attributes of a woman/family-owned, American-made, environmentally-focused company. Real imagery and video of the craftsmanship in progress depicts the intense scrutiny and care they funnel into every piece they manufacture, helping to tell the story of a business that builds with pride.

Hometown Homepage
Hometown Villager Trolley

Takeaway

There are often several ways to attack any project. Integrating a new business into an existing niche-built site seems like a mountain at first, but we knew we could make it work well with some well thought out design and strategy moves. We’re excited to keep up with clients as they grow and grateful that they trust us to help them along their path.

trolley bus