SurfaceWorks Case Study


The redesign and re-platform has provided SurfaceWorks the following benefits.

  • Removed dual maintenance for 450 Products, 300 Attributes, 120 Sales reps, 300 Customers, 2,000 product Images
  • Provided templates so that the marketing team does not need to know HTML for editing
  • YOY Stats:
    • Traffic increased 15.98%
    • Time on site increased 35.6%
    • Organic search traffic increased 6.86%
  • Employees, reps and customers can now access all orders & shipment tracking via roles based logins



SurfaceWorks, a Wisconsin based company, designs and manufactures custom tables and office furniture.  Their site serves as a resource for architects and others in the design industry to find and spec SurfaceWorks products in facility designs.

During initial conversations with Brilliance, the request was to add additional functionality to their existing site.  However, through discussions Brilliance helped Surfaceworks prioritize a redesign for mobile responsiveness as the existing site was non-responsive and contained out of date content.


Working with a design agency in Grand Rapids, Michigan, Surfaceworks rebranded including their logo, tradeshow booth and print materials.  Because of the significant changes in branding, the site was also redesigned to match the new brand.

For success the redesigned site needed:

  • A platform with easy content management for the marketing team
  • An integration with Bayview’s custom PIM for product and sales rep data to eliminate dual maintenance
  • An integration with an existing Order Status database and External User Management app to allow employees, reps and customers to view orders & shipments
  • And an integration with a pre-existing security database for Identity authentication

Due to the requirements, Brilliance selected Kentico as the platform for the new website.  Kentico provided an affordable platform that allowed for easy content management and integrations.