Painter Bros.

01. The Challenge

Painter Bros required a sophisticated digital ecosystem to support 89+ nationwide franchisees. Beyond technical functionality, the client sought a complete expansion of their brand and visual identity to align with their national growth. This project served as a critical "proof of concept" to demonstrate my team’s ability to architect and execute complex enterprise sites—a key requirement for our company’s acquisition by Ignite Visibility.

02. The Strategy & Role

As the Web Experience Lead, I collaborated with the SEO and Product departments to engineer a high-performance framework centered on logic-based components and rapid deployment:

• Logic-Driven CMS Architecture: Engineered a complex cross-collection reference system in Webflow, enabling dynamic link swaps to ensure users reached the correct local contact points.
• SEO-First Engineering: Partnered with SEO to implement a hybrid content strategy, utilizing dynamic link swaps for UX and static SEO elements on landing pages to maximize local search authority.
• Visual Brand Expansion: Directed the modernization of the brand’s visual language, ensuring the new design system was scalable enough to maintain integrity across nearly 90 independent locations.
• Acquisition-Level Execution: Prioritized enterprise-grade documentation and system stability to satisfy the due diligence requirements of the Ignite Visibility acquisition.

03. Key Deliverables

• 89+ Localized Landing Pages: Each featuring unique service arrays linked through multi-reference points in the CMS.
• Rapid Development Lifecycle: Successfully moved from architectural planning to full launch within a 30-day window.
• Cross-Functional Systems: Established a workflow between Design, SEO, and Product that prioritized lead generation and production efficiency.
• Accessibility (WCAG AA): Built-in accessibility standards across all global and local logic-based components.

04. The Results

By leveraging advanced Webflow logic and cross-departmental collaboration, I delivered an enterprise-grade platform in record time. The successful execution of this project proved our team’s capacity for large-scale builds, directly supporting the company's acquisition by Ignite Visibility. The system now supports over 89 franchisees with a unified, scalable presence that drives localized leads while allowing the corporate team to manage the national brand with zero technical friction.