How a 190-year-old industrial brand finally showed customers the whole picture
Burton Mill Solutions had grown into North America's most comprehensive forestry supply company, with a brand family built through years of acquisition. We consolidated their brands onto a single Webflow platform, giving customers one place to find everything the company makes, services, and reconditions.
Burton Mill Solutions
The approach
When your customers only know one brand out of eight
Burton Mill Solutions serves large-scale lumber producers, engineered wood manufacturers, pulp and paper operations, and every major wood processing segment in between. Their brand family, including Simonds International, BGR Saws, Cut Tech, Wright Machine, and Armstrong Mfg, spans cutting tools, consumables, filing room equipment, sharpening machinery, and outsourced reconditioning services.
The problem was that customers who knew one brand rarely knew the rest. A mill director sourcing bandsaws might not know Burton also reconditioned those blades and supplied the filing room equipment to maintain them. Territory managers were filling in those gaps in person because the web presence couldn't.
Project highlights
- ❤️ Made in Webflow
- 🧩 Component Design System
- 🛠️ Industrial
- 🔍 Improved Navigation
- 📃 Tons of Pages
Building the information architecture for how mill operators actually search
We started with discovery, working with stakeholders across the Burton organization to understand how the brands relate to each other and how customers move through the product ecosystem. It required getting the right people in the room before any design work began.
From there, we rebuilt the information architecture from scratch. The core question was how a sawmill director or procurement manager actually looks for what they need. The answer was both by product type and by industry vertical, so we built both paths to be equally complete and intuitive. A maintenance supervisor searching for circle saw reconditioning and a procurement manager sourcing filing room supplies both arrive where they need to be, without dead ends or confusion between brands.
Designing for technical buyers who know exactly what they need
Burton's customers are experienced mill operators and procurement professionals with specific requirements and limited time. The design reflects that: clean navigation, a structured product taxonomy, and trust signals surfaced early. The goal was a presence that reads as credible, current, and easy to use.
A Webflow build structured for a company that keeps growing
The build runs on Webflow, giving Burton's marketing team direct control over content without developer dependencies. The CMS is structured to accommodate new brands and product lines without a rebuild, and supports English and French localization across the full catalog.
A Webflow build structured for a company that keeps growing
The build runs on Webflow, giving Burton's marketing team direct control over content without developer dependencies. The CMS is structured to accommodate new brands and product lines without a rebuild, and supports English and French localization across the full catalog.
What the new burtonmill.com delivers for wood processing customers
Burton now has a single digital home for everything the company does. Customers can navigate the full catalog by product category or by industry. Filing room services and outsourced reconditioning, a meaningful part of what sets Burton apart, are clearly positioned alongside the product lines they support. The platform is built to absorb the next acquisition and the one after that.
At launch, customers encountering Burton for the first time, or rediscovering it after knowing only one corner of the portfolio, can now understand the full company without a phone call.
Building a website for a complex industrial or manufacturing business?
Multi-brand portfolios, technical buyers, large product catalogs, and the expectation that the site holds up several acquisitions from now. If that's your situation, it's work we know well. Let's talk.
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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.