Brief

Potter Interior Systems (a subsidiary of CSR Building Products Limited), is a leader in innovative interior building solutions for New Zealand’s commercial construction sector. They required a website overhaul to align with their evolving brand strategy and premium market position. The goals were to:

• Refresh Brand Identity & Highlight Partnerships: Refresh the website’s look and feel to maintain a consistency with the parent company brand (CSR Limited) while retaining local market relevance
• Simplify Complex Decision-Making: Enhance user experience by simplifying navigation and integrating tools to streamline customer decision-making
• Future-Proof Growth: Build a scalable technical foundation to support future SEO growth and technical scalability, while allowing for self-sufficiency with general website content updates.

Execution

A holistic website overhaul focused on brand consistency, user-centric design and new features including:

• Brand-Aligned Design & User-Centric Experience: Delivered a visually cohesive website blending CSR’s corporate aesthetic with Potter Interior Systems’ niche expertise through high-resolution industry-specific imagery and simplified, intuitive user journeys. Transitioned from a product-led navigation to a brand-led experience while maintaining SEO requirements for important product solutions and keywords
  
• Product Discovery Tools for B2B Efficiency: Launched custom Product Finder and Passive Fire Solutions tools to simplify product discovery for architects, builders, engineers and tradies
• SEO & Performance Scalability: Laid foundational SEO architecture and Google Core Web Vitals optimisation for speed, accessibility and search visibility
• Easy In-House Maintenance: Built modular templates and reusable components, paired with hands-on CMS training, enabling Potters’ team to update content and run SEO campaigns in-house.

Results

• Unified Brand Authority: A sophisticated and feature-rich new website showcases Potters’ refreshed brand identity and industry expertise
• Streamlined User Journeys: Intuitive navigation and tools provide an easier way to find products and information
• Sustainable Growth Foundations: SEO-ready structure and a simple-to-use content management system with reusable components and templates.