Industry
- Manufacturing
- Architecture & Design
Services
- Brand Evolution
- Naming
- Product Discovery
- Website
Platforms
- WordPress
Maxxit Group
A catalog that speaks architect.
Maxxit designs, engineers, and manufactures high-performance ceiling and wall systems for modern architecture. Across seventeen years it has delivered projects for Morgan Stanley, JFK Airport, Southwest Airlines, Kraft Heinz, Scotiabank Arena, Emerson Electric, and thousands of others, and its custom design arm, Co:LAB Studio, partners with architects on one-of-one installations. The company had become a creative partner to some of the most demanding architecture firms in North America. The brand presenting that work had not kept pace.
This was the second site WHQ built for Maxxit, and the brief reached across the whole business. The visual identity no longer matched the design ambition of the installations. The catalog had grown product by product without a structure behind it. The product data lacked real infrastructure, and the site asked specifiers to learn Maxxit’s internal vocabulary before they could find anything. Maxxit came to WHQ to evolve the brand, rebuild the information architecture around how architects actually move through a catalog, give the product data real infrastructure, engineer the SEO foundation around the terms specifiers use, and bring a naming structure to the catalog so it could scale cleanly as the company grows. One coordinated rebuild rather than a series of disconnected fixes, built to carry the company into its next phase of growth.
01 The brief
Design the catalog around how architects find, not how Maxxit files
The thread connecting every part of the rebuild was the specifier’s experience. Architects do not arrive knowing Maxxit’s internal product names. They arrive with an application in mind, a linear baffle, a backlit panel, a floating cloud, and a search query in those terms. The platform had to meet them there, across navigation, data, search, and the brand impression that frames all of it.
The information architecture was rebuilt around application, material, and product type, so a specifier can start with what they need and move toward a decision. The product database was structured to keep specifications, materials, and documentation connected and current as the catalog grows. The SEO foundation was engineered around the architectural search terms specifiers actually use. And a clear product taxonomy, organized into the LINE:Form, PANEL:Form, and AERO:Form families, gave that structure a consistent language across the catalog, the navigation, and the spec sheet. The taxonomy does real work, but it works because it sits inside a platform and a brand evolution designed around the same specifier.
02 The build
The platform specifiers use, built across every layer
The new maxxitgroup.com carries the evolved brand and the rebuilt architecture across the full experience. Product pages are organized by family, type, and material. Market segment pages for Education, Sports and Entertainment, Office Spaces, Retail, Transportation Hubs, Healthcare, and Exterior surface the right products for the right application. Project pages show the products installed in context, and resources and specification documentation are reachable without friction.
The engagement extended across the full stack. Brand evolution and visual design carry the updated look and feel. The information architecture and naming structure were developed before design began. The product database powers navigation and search, and the SEO foundation brings specifiers to the catalog through the terms they search. The work launched in late 2025 and continues as the catalog grows and Co:LAB Studio’s custom work expands.
WHQ evolved our brand without losing what we’d built, restructured the site around our customers, and they keep pushing it forward with us. They feel like part of our team, not a vendor.Chris Bourque Marketing Director, Maxxit Group
Result
Maxxit launched the evolved brand and rebuilt platform in late 2025. Specifiers now move through the catalog by application, material, and project type, find Maxxit through the terms they actually search, and meet a brand that matches the ambition of the installations. The taxonomy and data infrastructure scale as the catalog grows, so every new product lands cleanly into an established structure. A second build and an ongoing relationship are the clearest proof of the trust behind the partnership.
