Building a Smarter, Better Website for a B2B Leader in Floral Greens
Founded in 2010, Continental Floral Greens (CFG) has a deep-rooted passion for forestry, farming, and people. They provide high-quality floral products, directly from specialty farms to wholesalers and mass-market retailers, ensuring superior freshness from field to home. They also manage and lease over 2.5 million acres of Pacific Northwest forestland, owning 10,775 acres of farms. That’s a lot of greenery to manage, and a lot of seasonal product to showcase.
We started our partnership with CFG 10 years ago, and we’ve watched their business grow—and grow, and grow. Like many companies, their needs and goals have changed considerably since they started. And with a shift in their target audience to focus even more on B2B, CFG needed a marketing website that worked even harder, jam-packed with technical detail, was easy and intuitive to navigate, while being a beautiful, immersive experience.
Continental Floral Greens
The approach
Gigantic’s long partnership with CFG has led to a deep understanding of their business, their values and their practices. Their brand was strong. But their business was scaling and their audience was shifting. We knew our priority was identifying, clarifying and catering to the nuances of each target audience, while figuring out how to showcase an extensive catalog of products that changes with the seasons.
Designed in Webflow for easy updatability, CFG’s new site is product focused, user friendly, brand forward and digital first. Thanks to a revamped information architecture and an easy-to-use component design system, we gave CFG the framework and CMS necessary to keep their content as fresh as their product.
Project highlights
- ❤️ Made in Webflow
- 🧩 Component design system
- ⚡ High-converting website
- 🔍 Improved navigation
- ✨ Brand-centric design
- ➕ Seamless software integrations
- 👥 User-centric experience
- ☑️ ADA compliant
I am continually impressed by the Gigantic team. Their ability to create a user experience in a simple, yet meaningful and beautiful way is what keeps our audience engaged at length on our site.
Advanced search and improved navigation
Simply put, CFG has a lot of products to showcase, and many of them have varieties of their own—there are six different types of eucalyptus alone. Plus, the search function for such a visually-driven brand had to be intuitive. That’s why we tied search functionality to the user journey. We introduced a highly functional buyer’s guide to tap into nuanced needs of each target audience, and created a comprehensive index, simplifying product taxonomy in the process.
Making the site work for their business model
With product availability and customer preferences that change with the seasons, seasonal selling is a big part of how CFG does business. They can now easily feature the right products at the right time of year—particularly important during the holiday season, which accounts for 30% of their business.
Doubling down on visual story-telling
CFG knows that, while they’re mainly a B2B company, the buyers at big box stores, boutique florists and other wholesalers are consumers, too. And they’ve long understood the benefit of using rich and immersive B2C-inspired visuals on their marketing site. We pushed them even further, developing a photography library and style for all their products.
Lush, editorial-inspired photography helped turn each product page into an ode to CFG’s principles. And with modular components that can be turned off or on, including information about the farm of origin, seasonality and how best to use the floral green, we could dive deep with technical information or create a sparser experience. We also introduced ambient video moments to create interest and catch the eye.
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Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.
Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.