Michigan Marine Propulsion International has a history of over 100 years of designing, manufacturing and repairing propellers, sterngear systems and components for leisure and the commercial marine industry. From individuals with outboard vessels to commercial and military contracts, its customer base is global and diverse.
MMPI has been working with the Drive team for over a decade. After expansion and relocation, the company sought to represent its extended service offering through a new website and e-commerce platform – this would more clearly define audience segments, and the quality and breadth of service, while reinforcing a stronger brand narrative throughout.
We worked with MMPI to overhaul the website user experience, forming clearly defined audience journeys – Leisure, Commercial and Repair – that contained various products, services and calls-to-action organised by vessel types, occupation or component type. Leisure users are guided through to a new online shop, linked to MMPIs comprehensive warehouse stock management system, while the design, manufacturing and heritage strengths of the company also received individual pages.
The technical design aesthetic is strengthened by an image-focussed approach to display the extent of the company’s operations and product range. Product photography and photo-retouching, plus a new brand video and commercial photography shoot, produced an abundance of rich media content to bolster the refreshed proposition.
Drive has also produced printed materials with bespoke product photography such as brochures and data sheets, as well as exhibition stands, signage, van livery and more.
