JSL was engaged to execute a full brand refresh, a custom website build, and targeted promotional support for a major industry trade show. The overarching goal was to modernize market perception, significantly improve user experience across all digital touch points, and deliver measurable business results that could be tracked and reported to leadership.
Headquarters
Dallas, Texas
Industry
Information Technology
Services Provided
Brand Development
Website Design & Development
Creative Services
Setting Goals
Global Indirect Markets came to JSL with a clear problem: their brand felt outdated, and their website was underperforming as a lead generation tool.
Despite its established leadership in indirect channel management and the recent acquisition of major new partnerships, the company wanted a digital presence that accurately reflected the level of excellence and credibility of these collaborations. Feedback from potential partners included comments that the company’s online appearance did not match the sophistication of their actual services. Internally, the client’s team struggled with inconsistent brand usage across presentations, emails, and trade show materials.
Brand Development
Building a Brand That Means Business
JSL began with a comprehensive discovery phase that included gathering feedback from the client’s executive team. From there, a refined brand strategy was created around the three core themes of trust, global reach, and channel expertise. The visual identity was updated with a modern color palette that balances professionalism with approachability, cleaner typography for better readability across digital and print, and a more professional logo lockup that works effectively at both large and small sizes. A complete messaging framework followed, including primary and secondary value propositions, a family of taglines for different use cases, and detailed tone-of-voice guidelines.
Key brand deliverables included:
- A simple one-page brand guide for easy reference without constant leadership oversight
- Additional collateral, all designed to ensure consistent use across the client’s entire team without requiring constant oversight from leadership.
Website Design
Where Usability Meets Credibility
Using the new brand foundation as a starting point, JSL designed a custom, mobile-first website tailored to the complex B2B buyer journey that characterizes indirect-channel sales. The information architecture was completely restructured to simplify navigation around three key areas: partner onboarding, channel analytics and reporting, and ongoing support services. Strategic calls-to-action were placed throughout the customer journey — not just on contact pages but also on resource articles, summaries, and service overviews. Integrity indicators, such as partner logos from existing relationships and testimonial sliders featuring client quotes, were integrated naturally into page layouts without feeling forced or promotional.
Design features that drove results:
- Flexible content modules allowing easy addition of new services, blog posts, and white papers as the company grows
- Proper color contrast, keyboard navigability, and screen reader compatibility to meet accessibility standards
- Annotated mockups and wireframes were delivered after each of the two collaborative feedback rounds.
The design also accounted for future content growth, with flexible modules for adding new services, blog posts, and white papers. Accessibility standards were applied throughout, including proper color contrast, keyboard navigability, and screen reader compatibility. The client approved the final designs after two rounds of collaborative feedback, each accompanied by annotated mockups and wireframes to ensure alignment before development began.
Website Development
Code, Speed, and Security
Development was completed on a custom WordPress CMS, giving Global Indirect Markets full control over future content updates without relying on external developers for routine changes. Page load speeds were aggressively optimized through lossless image compression, browser caching configuration, and manual code minification of CSS, JavaScript, and HTML.
On-page SEO elements — including meta schemas for local and organizational data, proper heading hierarchy from H1 through H4, descriptive alt text for all images, and dynamically generated XML sitemaps — were implemented from the very start of the build. Security protocols were added as standard, including a valid SSL certificate for encrypted connections, automated daily backups stored offsite, login throttling to prevent brute force attacks, and two-factor authentication for administrator accounts.
Technical foundations that delivered performance:
- CRM integration via API connections, capturing form submissions, tagging by source, and routing automatically to sales or support queues.
- Cross-browser testing across Chrome, Firefox, Safari, and Edge, combined with device testing on desktops, tablets, and multiple smartphone screen sizes.
- A staging environment was used throughout development, allowing the client to preview work before any changes went live.
The site was also integrated with the client’s existing CRM through API connections, allowing form submissions to be captured, tagged by source, and routed automatically to the appropriate sales or support queues. Thorough cross-browser testing was conducted across Chrome, Firefox, Safari, and Edge, while device testing covered desktops, tablets, and multiple smartphone screen sizes. A staging environment was used throughout development to allow the client to preview work before any changes went live.
Additional Promotion
From Screen to Show Floor
Beyond the website, JSL produced a complete promotional package for Global Indirect Markets’ appearance at a major B2B trade show focused on channel sales and indirect distribution.
Deliverables included custom booth graphics and retractable banner stands aligned with the new brand identity, ensuring visual consistency between the company’s digital presence and physical event footprint. A one-page sell sheet was designed for quick handouts during conversations, while a longer capabilities brochure provided more detailed information for more qualified prospects.
Trade show assets that extended the brand offline:
- A dedicated landing page microsite built as a subdomain of the main website, featuring show-specific content such as a session schedule, booth maps, speaker bios, and a prominent QR code for instant mobile lead capture.
- A shortened, show-specific form accessible via QR code that pre-populates basic contact information when possible.
Work with JSL
Your brand and website should actively generate leads, not serve as static digital brochures left untouched for months at a time.
JSL Marketing & Web Design specializes in B2B brand development, custom website design and development, and integrated campaign support for trade shows, product launches, and seasonal promotions. Every project we take on is tailored to your specific business goals rather than built from generic templates or one-size-fits-all themes.
Our process includes discovery, design, development, quality assurance, launch, and ongoing support — all within a single engagement — so you never have to coordinate with multiple vendors. Past clients have used our work to win larger channel contracts, enter new geographic markets, shorten sales cycles by providing better pre-sale information online, and reduce internal friction around brand consistency.
We work with companies that have outgrown their existing digital presence and need a partner who understands both creative strategy and technical execution. Visit jsl.marketing to schedule a free discovery call, request a customized case study template for your industry, or simply start a conversation about what improved digital performance could mean for your bottom line. No obligation, no pressure — just an honest assessment of where you are and where you could be. We look forward to hearing from you!
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