Arktura

The old site led with projects. Beautiful work, credibly presented, but it asked architects to reverse-engineer which products were involved rather than starting with the product and using the project as evidence. For a brand with a deep, well-developed catalog, that was leaving significant commercial opportunity on the table.

We rebuilt the information architecture around products. Clear hierarchy, logical filtering, and a navigation system that lets architects start with what they need and move toward a decision. Projects remain essential to the experience, they now serve as proof of what the products can do rather than a substitute for the catalog itself. The result is a clearer buying experience that helps Arktura sell smarter while protecting the premium feel of the brand.

The most significant thing WHQ built on this project isn’t visible on the public site. It’s a specification app for Arktura’s internal sales teams and their clients.

Sales teams can create projects organized around specific jobs, add products, and build curated collections for each opportunity. Those collections can be shared directly with potential customers as a presentation. Anyone invited can view the selection, explore the products, and download all associated assets in one place. What previously required multiple emails, scattered attachments, and manual follow-up now happens through a single shareable experience that keeps Arktura’s products at the center of every sales conversation. The Salesforce integration connects every interaction back to the pipeline, giving the team visibility into how prospects are engaging and when to follow up.

Architects who arrive at a product page need more than an image and a description. They need dimensions, materials, finish options, installation details, and the confidence that what they are specifying will perform in their project. We built product detail pages that give specifiers everything they need to move forward without picking up the phone.

Search and filtering across the full catalog let architects narrow quickly by application, material, or product line. Every product page is structured to support the specification decision, with the technical depth a professional requires and the visual quality the Arktura brand demands. And this wasn’t a one-off redesign. We built a modular design system with reusable templates and maintainable components so the Arktura team can launch new products, build new pages, and expand the catalog without starting from scratch each time.

The site started converting visitors into specification requests. The sales team gained a tool that changed how they present and win business, replacing scattered emails and attachments with a single, shareable experience built around the products. And a brand that had been underselling its catalog through a portfolio-first experience now has a platform built around how architects actually specify and how sales teams actually sell.