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Unifying Brands and Audiences with a Cohesive Digital Presence
AdvanTec Marine is a global leader in marine closure solutions, designing and manufacturing doors, hatches, windows, and cranes for a diverse range of markets, from luxury yachts and ferries to military vessels and civil engineering projects. Over decades, the company has grown through strategic acquisitions, bringing multiple respected brands under one corporate umbrella.
The Challenge
Before working with Digital Ink, AdvanTec’s website had evolved through years of incremental updates.
This created:
Inconsistent Branding
Pages looked and felt different depending on the product line or brand.
Poor User Journey
Key information was often hosted externally, forcing visitors to leave the site to learn more.
Multiple, Disconnected Audiences
From commercial boat owners to civil engineers, each audience had different needs, but the site didn’t clearly speak to them individually.
Underdeveloped Storytelling
The rich history of acquisitions and innovation wasn’t clearly communicated.
AdvanTec’s goals were clear:
1. Bring all brands and products under one cohesive digital experience.
2. Create market-specific sections that directly address each audience’s needs.
3. Showcase product-specific pages (doors, hatches, windows) in a consistent, accessible format.
4. Tell the AdvanTec story in a way that reflects their heritage and breadth of expertise.
Our Approach
Digital Ink led a full website redesign and development project, covering:
Through stakeholder interviews, brand analysis, and research, we created AdvanTec’s complete discovery & SEO framework:
Conducted stakeholder interviews across leadership and sales to understand brand priorities and audience needs.
Researched target keywords for each market segment and product category.
Developed a site architecture that balanced brand cohesion with targeted messaging for different audiences.
Through stakeholder interviews, brand analysis, and research, we created AdvanTec’s complete discovery & SEO framework:
- Markets Section – Dedicated pages for Commercial (Work & Ferry), Pleasure (Yachts & Superyachts), Military & Law Enforcement, and Non-Marine (Civil Engineering).
- Product Pages – Doors, Hatches, Windows, each with consistent formatting for specifications, applications, and imagery.
- Brand Pages – Positioning each sub-brand as part of the unified AdvanTec family.
Created wireframes ensuring consistent navigation and visual hierarchy across all pages.
Delivered a modern, visually cohesive design that tied together multiple brands under the AdvanTec Marine identity.
Built the site in WordPress, maintaining flexibility for future growth.
Integrated forms and quoting functionality to mimic the existing process without requiring a full eCommerce build.
Prioritized user experience, ensuring minimal clicks to key information.
Conducted thorough testing to ensure smooth performance across devices.
Provided AdvanTec’s internal team with CMS training videos for easy content updates.
The Outcome
AdvanTec Marine now has:
A centralized, consistent digital presence that unites all brands and products.
A clear user journey tailored to diverse audiences, from military procurement officers to yacht builders.
Market- and product-specific pages optimized for search visibility.
A compelling corporate story that reflects decades of expertise and growth.
A flexible foundation for future marketing initiatives and brand expansion.
The transformation has strengthened AdvanTec’s ability to communicate with customers, showcase their expertise, and present a unified face to the global marine industry.
Extending The Partnership
Following the successful website launch, AdvanTec engaged Digital Ink for additional projects, including:
Tradeshow Microsite
A lightweight, easy-to-navigate platform for sales reps to use on the floor.
- Featured a looping video for booth screens.
- Provided quick access to product specs, brand information, and market-specific selling points.
- Optimized for fast access on tablets and laptops without unnecessary clicks.
Brand Anniversary Materials
We continue to support AdvanTec with creative assets for upcoming milestone celebrations, ensuring brand consistency across all event and marketing materials.
