Strategic rebrand puts LIDD on the world stage

At a glance

Challenge

• Expanded reach required new global branding
• Competing with premier consulting firms
• Website needed to reflect “world-class” status

Solution

• Highlight LIDD’s industry-agnostic capabilities
• Modernize branding with global appeal
• Redesigned website with a focus on user-centric design

Results

• Average session duration increased by 13%
• Bounce rates decreased by 14%
• Reduced average page load time by 1.17 seconds

LIDD Supply Chain Consultants is on a mission to help their customers build and operate world-class supply chain infrastructure, so they can grow their businesses. To support that goal, they significantly expanded their global business reach in a few short years. This included opening new offices in Atlanta, Los Angeles, Toronto, Mexico City, and Seoul.

While expanded reach is exciting, it launched LIDD into direct competition with the world’s most premier consulting firms. To compete, their website needed to prove to prospective employees, partners, and clients that they were truly “world-class” despite being a relative newcomer.

Identifying differentiators

While some vendors focus on targeted consulting or specific technology implementations, LIDD has industry-agnostic capabilities across supply chain strategy, design, engineering, and technology. Their solutions work across both physical and digital supply chain infrastructure, which gives them a unique competitive edge in new global markets.

Tiller helped LIDD capitalize on this differentiation by developing a messaging framework to highlight LIDD’s mix of domain and technical expertise and their commitment to customer success. By infusing strong values into LIDD’s key messaging, we achieved a uniquely human consulting brand that resonates with every core audience.

Modern branding with global appeal

Tiller positioned LIDD as a world-class supply chain consulting firm in everything we did, from rebranding the logo and color palette to writing bold CTAs.

To modernize LIDD’s visual identity, we replaced yesterday’s green and orange with rich blacks, stark whites, and bold scarlet reds. Tiller applied this new brand identity to LIDD’s website redesign.

We also documented everything in a brand guide that included rules for logo usage, brand colors, typography, photography, and more to strengthen all future marketing and sales materials.

“World-class” website

LIDD’s new website was built on a strong strategic vision, messaging framework, and visual identity. At the heart of every decision: clarity and ease of use for LIDD’s global users.

The restructured sitemap separated service offerings from industries to help different users more easily find what they need.

We consolidated LIDD’s offerings into core focus areas to include supply chain consulting, technology, distribution center design, and facility implementation. This helps visitors understand LIDD’s holistic business approach without distracting them from the most relevant information.

We infused every supply chain solution page with the new, refined messaging. This includes specific information on business challenges, organizational culture, and change management requirements.

Layered geometric patterns inspired by the LIDD logo enhanced the website background and added iconography to balance text-heavy callouts. Human-centric photography to communicate LIDD’s people-first solutions.

And finally, we used WordPress plugins to translate the site into multiple languages to better serve diverse, international audiences.

LIDD’s new website is a fresh foundation for growth that sets LIDD up for success on their quest to achieve “world-class” appeal. After launch, it earned positive reviews from employees, clients, and stakeholders, who praised its visuals, intuitive user journeys, and responsive design.

From a technical performance perspective, the new website resulted in notable improvements. Pages load 1.17 seconds faster on average and look great, even on mobile. Within nine months of the relaunch, average session duration increased by 13% and bounce rate fell by 14%.