Input
Industry Knowledge
Prior context on the textile sector — its commercial cycles, buyer behaviour and the role of certifications in supplier selection.
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.
PlaceholderManufacturing context imageslot: context-1
PlaceholderProduct / facility imageslot: context-2
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
PlaceholderTenoar — Homepage (Before)slot: tenoar-before-home
Tenoar — Homepage (Before)
- Generic hero with no clear positioning or value proposition
- Capabilities buried below the fold and described in vague terms
- Visual language disconnected from the scale of the operation
PlaceholderMatexsur — Homepage (Before)slot: matexsur-before-home
Matexsur — Homepage (Before)
- No immediate clarity on what the company manufactures or for whom
- Private-label expertise underplayed — reads like a generic supplier
- Outdated layout obscures the depth of the underlying business
03Process · Industry Understanding
Replacing classic UX research with industry understanding.
Without a formal research phase, the project leaned on what was already known about the sector. The work below replaces the usual "research" deliverables with industry-grounded thinking.
Input
Manufacturing Expertise
Understanding how a vertical manufacturing operation describes its own capabilities, and what specifiers actually look for.
Input
Market Understanding
Familiarity with the segment's reference points — what credibility looks like in B2B textile manufacturing.
Input
Competitive Review
Structured review of comparable manufacturers to identify shared patterns, blind spots and opportunities to differentiate.
Competitive review — three reference points
A short, focused review of three comparable manufacturers — enough to support design decisions, not a full competitive audit.
Strong product visibility and straightforward navigation, but limited storytelling around manufacturing capabilities and company expertise.
Clear brand personality and product presentation, though the broader business value proposition is less prominent.
Extensive product catalog and category structure, but the experience prioritizes products over company differentiation and manufacturing credibility.
Key Takeaways
Most competitors focused heavily on product catalogs and individual items.
Few clearly communicated:
- Manufacturing expertise
- Production scale
- Private-label capabilities
- Sustainability initiatives
- Long-term industry experience
These observations helped shape the content hierarchy, positioning strategy and communication approach used for the Tenoar and Matexsur redesigns.
04Process · 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
05Process · 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
06Process · Visual Direction
A visual language built for industrial credibility.
The redesign is not a product or interface exercise. The visual direction exists to support a clearer story about manufacturing capability, product quality and B2B trust.
Visual principles
- Professional and trustworthy
- Industrial but modern
- Manufacturing-first communication
- Clear hierarchy
- Strong readability
- Credibility through simplicity
Brand expression
The redesign aims to communicate the following through structure, tone and imagery — not through decorative UI:
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
PlaceholderTypography sampleslot: visual-typography
PlaceholderColor paletteslot: visual-palette
PlaceholderPhotography directionslot: visual-photography
PlaceholderContent hierarchy exampleslot: visual-hierarchy
07Solution · Before & After
Homepage transformation.
The clearest way to show what changed is to put the homepages side by side — the single page that carries most of the positioning weight.
Tenoar — Homepage
Before
PlaceholderTenoar — Homepage — Beforeslot: tenoar-before-desktop
After
PlaceholderTenoar — Homepage — Afterslot: tenoar-after-desktop
Matexsur — Homepage
Before
PlaceholderMatexsur — Homepage — Beforeslot: matexsur-before-desktop
After
PlaceholderMatexsur — Homepage — Afterslot: matexsur-after-desktop
Mobile — Tenoar Homepage
Before
PlaceholderTenoar — Mobile Beforeslot: tenoar-before-mobile
After
PlaceholderTenoar — Mobile Afterslot: tenoar-after-mobile
08Solution · Final Website
The new website, in context.
A focused selection of key pages from both sites — enough to communicate the design outcome without documenting every screen.
Tenoar
PlaceholderTenoar — Homepageslot: tenoar-final-home
PlaceholderTenoar — Productsslot: tenoar-final-products
Matexsur
PlaceholderMatexsur — Homepageslot: matexsur-final-home
PlaceholderMatexsur — Private Labelslot: matexsur-final-private-label
09Launch & Delivery
The redesigned websites were launched as public-facing platforms to better communicate the capabilities, products and expertise of both companies.
10Project Outcomes
What the new site changes — described, not measured.
No analytics or conversion numbers are claimed here. The outcomes are qualitative and structural, focused on what the site now communicates and how it is organised.
- Outcome
Clearer positioning
The group's identity and offer are no longer buried — the site states what it does and for whom on first read.
- Outcome
Improved storytelling
Manufacturing capability is described in a way that respects the buyer's intelligence.
- Outcome
Stronger credibility
Certifications, process and facilities are surfaced where they actually influence buying decisions.
- Outcome
Better content structure
A clean information architecture replaces the previous overlapping topics and dead-ends.
- Outcome
More professional digital presence
The visual language now matches the seriousness and scale of the underlying operation.
11Reflection
What this project taught me.
What was learned
Working without formal user research sharpened the need to anchor every decision in business context. With no interview transcripts to point to, the reasoning had to be explicit at every step.
How industry knowledge influenced decisions
Familiarity with B2B textile manufacturing shaped the information architecture, the weight given to certifications, and the tone of the copy — choices a generic brief would not have produced.
What would be improved next
A second pass would introduce lightweight qualitative validation — short conversations with real specifiers — to pressure-test the positioning and copy against actual buyer language.
How this project differed from FS.dk
FS.dk was built on a research-led discovery process. Tenoar & Matexsur was built on industry context, information architecture and design decisions. Both are valid, but they ask different things of the designer.