Input
Industry knowledge
Previous experience with the textile sector helped me understand the business, its products and how manufacturing companies communicate with customers.
Real Client Project
Tenoar & Matexsur
Redesigning the digital presence of a textile manufacturing group.
A web design and information architecture case study focused on clarifying business communication, improving content structure and strengthening B2B credibility for two textile manufacturing companies.
Role
Web Design · Information Architecture · Content Strategy
Duration
4–6 Weeks
Industry
Textile Manufacturing
Type
Real Website Project
Since 1992
Textile manufacturing background
80,000 m²
Industrial facility context
B2B
Retail, supermarket and industrial clients
Private Label
Product development and manufacturing
01Context
A textile manufacturing group with a story worth telling.
Tenoar and Matexsur are part of a broader textile manufacturing group operating in a B2B market — supplying fabrics and finished goods to industrial clients. Their work sits behind the scenes of brands their customers know well, but their own digital presence didn't reflect the depth of their operation.
Industry
Textile manufacturing, with vertical capabilities across production, finishing and distribution.
Products
Industrial textile products serving multiple downstream sectors — sold by specification rather than by self-service catalog.
Customers
B2B buyers: procurement teams, technical specifiers and partner brands evaluating suppliers before initiating long-term commercial relationships.
Business context
The group needed a digital presence aligned with the seriousness of its manufacturing operation — credible enough to support sales conversations and clear enough to communicate capability at a glance.
02Challenge
The digital presence didn't match the operation behind it.
The starting point wasn't a missing feature or a broken funnel — it was a credibility gap. The websites told a smaller story than the business deserved.
Unclear positioning
The existing sites did not communicate what made the group different from other manufacturers.
Fragmented content
Information was scattered across pages with overlapping topics and no clear hierarchy.
Weak storytelling
The depth of manufacturing capability was buried under generic copy and stock visuals.
Lack of differentiation
Pages read like a default supplier site — interchangeable with any other competitor.
Outdated digital presence
The visual language no longer matched the maturity of the underlying operation.
Before — homepage state
Tenoar — Homepage (Before)
- Hero doesn't clearly explain what Tenoar manufactures or who it serves
- Product offering and manufacturing capabilities aren't immediately visible
- Outdated visual hierarchy weakens the perception of an established industrial company
Matexsur — Homepage (Before)
- Industrial scale is visible, but the product offering and target customer aren't immediately clear
- Vertical integration is mentioned, but its value to customers isn't clearly explained
- Outdated visual hierarchy makes the manufacturing story harder to understand at a glance
03Key decisions
The decisions that shaped the redesign.
Before starting the redesign, I defined five decisions that helped make both websites clearer, easier to navigate and more useful for their customers.
- 01Decision
Information architecture before visual redesign
The old websites had repeated information and content that was difficult to find. I reorganized the content first so each page had a clear purpose before working on the visual design.
- 02Decision
Industrial credibility over marketing language
The websites needed to reflect the scale and experience of the companies. I focused the content on what they manufacture, how they work and the capabilities behind their products.
- 03Decision
Content simplification
Long and repetitive descriptions were replaced with shorter, clearer sections. The goal was to make the websites easier to scan and help visitors understand the companies and their products more quickly.
- 04Decision
Navigation restructuring
The navigation was reorganized around the information a potential customer would need first, such as products, capabilities and company information. This created a clearer path from understanding the business to making contact.
- 05Decision
Two companies, distinct identities
Tenoar and Matexsur are part of the same manufacturing group, but they have different products and communication needs. I kept each website visually distinct while giving both a clearer and more consistent structure.
04Process · Industry Understanding
Understanding the industry before designing.
There was no formal user research phase for this project. Instead, I used my existing knowledge of the textile business, conversations around the companies and a review of similar manufacturers to understand what the new websites needed to communicate.
Input
Manufacturing knowledge
Understanding how the companies manufacture their products helped identify which capabilities, processes and company strengths needed to be easier to find.
Input
Market understanding
Knowing the market helped me identify what information customers expect to find when evaluating a textile manufacturer.
Input
Competitive review
I reviewed similar manufacturers to understand how they presented their products, companies and manufacturing capabilities.
Competitive review · three reference points
I reviewed three comparable manufacturers to see what they communicated clearly and where Tenoar and Matexsur could be more distinctive.
Strong product visibility and simple navigation, but limited information about the company and its manufacturing capabilities.
Clear brand personality and product presentation, but less emphasis on the company and the manufacturing operation behind the products.
A large product catalog with clear categories, but less emphasis on the company, its experience and manufacturing capabilities.
Key Takeaways
Most of the websites focused heavily on products and catalogs.
Fewer gave the same visibility to:
- Manufacturing expertise
- Production scale
- Private label capabilities
- Sustainability
- Industry experience
This helped define what the new Tenoar and Matexsur websites should communicate more clearly, alongside their products.
05Process · Information Architecture
From scattered content to a clear path through the site.
A new structure was defined around what a B2B buyer actually needs to evaluate the group: what they make, how they make it, and who is behind the operation.
Previous structure
- Home
- — About
- — Company
- — History
- Products (mixed)
- — Various pages
- — Overlapping topics
- Services
- — Generic descriptions
- News
- Contact
→
↓
New structure
- Home
- — Clear value proposition
- What we make
- — Product categories
- — Specifications
- How we work
- — Manufacturing process
- — Capabilities
- — Certifications
- Who we are
- — Group story
- — Facilities
- Contact
- — Commercial inquiries
06Process · Design Strategy
Every design decision traced back to a specific problem.
Rather than starting from visual references, the design strategy mapped each problem identified earlier to a concrete decision about the new site.
Problem
Decision
- Complex offerings→Simplified navigation
- Weak credibility→Certification visibility
- Poor differentiation→Manufacturing storytelling
- Generic messaging→Industry-focused positioning
07Process · Visual Direction
A visual direction that reflects the business.
The new websites needed to feel professional, modern and appropriate for established manufacturing companies. The visual direction focused on clarity, strong product imagery and making important information easy to understand.
Visual principles
- Professional and trustworthy
- Industrial but modern
- Products and manufacturing first
- Clear and easy to scan
- Strong readability
- Simple and consistent
Visual approach
The visual system was kept simple so the products, facilities and manufacturing experience could take the lead.
Manufacturing expertise
Position decades of textile know-how as the foundation of every page.
Product quality
Let materials, finishes and specifications speak for themselves.
Scale of operations
Communicate capacity, facilities and production reach to B2B buyers.
Sustainability initiatives
Surface responsible-manufacturing efforts as part of the core narrative.
B2B credibility
Speak the language of procurement, partners and industry peers.
Visual language
Tenoar
Aa
TENOAR
Satoshi
400500600700
Technical textile manufacturing
Headings and body text share one typeface, so pages stay calm and easy to read.
Matexsur
Aa
MATEXSUR
Bebas Neue
DM Sans
DM Mono
Industrial fabrics and finishes
Display type carries the brand voice, DM Sans handles reading, DM Mono labels details.
Tenoar
- Deep Blue#123573
- Primary Blue#2B60A6
- Primary Text#1D1D1B
- Light Background#F6F7F9
- White#FFFFFF
Matexsur
- Primary Dark#1F1D1D
- Accent Orange#DC7322
- Brand Blue#08347B
- Secondary Text#5C5556
- Light Background#F3F4F5
- White#FFFFFF
08Constraints
Working within real project constraints.
The redesign had to balance existing brands, available content, business needs and a limited project timeline.
- Existing brand identity
- Both companies already had an established visual identity. The redesign needed to modernize their websites while keeping each brand recognizable.
- Limited content
- There was no new photography or dedicated content production, so the websites had to make better use of the material already available.
- B2B audience
- The websites needed to communicate clearly to business customers looking for products, manufacturing capabilities and company information.
- Limited timeline
- The project had a short delivery window, so the work focused first on the content and pages that mattered most.
- Existing website structure
- Years of accumulated content had created repetition and unclear organization. The redesign needed to simplify it without losing useful information.
09Solution · Before & After
Before and after.
A direct comparison of the old and redesigned homepages shows how the structure, content and visual language changed.
Tenoar — Homepage
Before
After
Matexsur — Homepage
Before
After
10Launch & Delivery
The redesigned websites were launched as public-facing platforms to better communicate the capabilities, products and expertise of both companies.
11PROJECT OUTCOMES
What changed with the redesign.
The new websites give both companies a clearer way to present their business, products and manufacturing capabilities.
- 01
Clearer positioning
Visitors can understand what each company does and who it serves from the start.
- 02
Better storytelling
Manufacturing capabilities and experience are easier to understand throughout the websites.
- 03
Stronger credibility
Certifications, processes and facilities are more visible and easier to find.
- 04
Better content structure
Information is organised more clearly, with less repetition and easier navigation.
- 05
More professional digital presence
The websites now better reflect the experience and scale of both companies.
12TRADE-OFFS
The choices behind the final result.
Some improvements were intentionally left out to keep the project focused on what mattered most.
Trade-off 01
Decision
Modernize without losing the existing brand.
What we left out
A complete rebrand and a more radical visual change.
Why
Both companies already had an established identity. The goal was to improve their digital presence without making them feel unfamiliar to existing clients.
Trade-off 02
Decision
Improve the existing content instead of creating everything from scratch.
What we left out
New photography, campaigns and additional marketing content.
Why
There was no dedicated content team, so the priority was to make the existing material clearer, easier to navigate and more useful.
Trade-off 03
Decision
Focus on the pages that mattered most to customers.
What we left out
More depth in secondary areas such as news, blog and company history.
Why
The project had a limited timeline, so the priority was the information customers needed most when understanding the companies and their products.
13Reflection
What this project taught me.
What the project taught me
In this project, I learned that good structure can make a bigger difference than changing the visual design. For these websites, making the information easier to find and understand was one of the most important parts of the redesign.
What I would validate next
I would like to see how real customers use the new websites. Looking at basic analytics and talking to a few users would help me understand what works well and what could still be improved.
What I would improve next
I would continue working on the content. Better product descriptions, more real examples and updated photography would help explain the companies and their products more clearly.
How it influences the way I design today
I now spend more time understanding the business and organizing the information before starting with the visual design. It helps me make simpler decisions and focus on what the website actually needs.