Apples and Oranges

Consolidating dozens of businesses into one umbrella brand requires a complete overhaul of an organization's information architecture. At a high level, it can seem simple enough – Apples and Oranges? Ah, they're both fruit. But when you start looking at the nitty-gritty differences amongst just the apples themselves, the problem gets significantly more complicated. There are over 7,500 types of apples! You could sort these by color, or sweetness, or baking possibilities (oh, hello, apple crumble!).

On our recent eCommerce project for MW Industries, we helped them compare and categorize their apples and oranges – screws, springs, and bolts (much less tasty). The commonalities and differences among these products informed how a user might shop for a single part out of thousands of similar products. We transformed their newly acquired product catalogs into an easy-to-navigate ecosystem, resulting in a consolidated portfolio and eCommerce platform, all in a single fruit stand website.