Saxton Bradley is a leader in selling academic and laboratory furniture to schools and universities around the country. With a vast array of products, SBI was having difficulties organizing their services and offerings, as well as communicating to their multiple audiences. SBI needed a user-friendly digital experience that were highly focused on their three industry channels.
The website approach highlights the three marketing channels Saxton Bradley identified as their primary targets. By isolating the three channels in the main navigation, this allowed easier user flow for the audience to find the industry and products they are searching for. The design needed to be intuitive as they planned to use the website not only as an informational outlet for customers, but also as a functional sales tool for the SBI sales staff. The use of white space keeps the focus on the imagery of their products while providing a clear user path to all content.
