Julio simón

Knoll Printing & Packaging is the leading global provider of prestige packaging since 1984, designing and manufacturing for brands like Chanel, Guerlain, Tom Ford, and Bulgari.

I led the full website redesign, from strategic audit and information architecture to art direction and Webflow development.

The goal was to modernize how the site looked and rebuild how it worked, turning a static showcase into a structured experience that guides each visitor toward a single, clear action.

You can visit the new website here.

Knoll had spent four decades building packaging for the most demanding brands in the world, but its website no longer reflected that standard.

The old site worked as a catalog, displaying everything the company could do, with no real path through it.

Built on custom PHP with no modern CMS, it relied on image sliders and product grids that left visitors to find their own way.

For a company whose clients expect precision, the experience felt dated and worked against the positioning Knoll had earned.

The redesign started from a premise Knoll already held: a packaging company for luxury brands should have a website at the level of the packaging it produces.

That meant leaving the showcase logic behind and building a guided one instead. Every decision that followed (sitemap, filtering, copy) traces back to the one question every visitor is silently asking: can Knoll make what I need?

The first step was mapping who lands on the website and what they are looking for. Three types of visitors, each needing something different: a prospect who finds Knoll through search, a referred client who already knows the work, and a competitor checking what an industry leader is making.

The site is built around the first one, but that last one matters too. It shapes how much to reveal, and it is a reminder that the website holds Knoll's position as the leader as much as it converts clients.

The journey is built mainly around the prospect client. They land, explore products, see the lines, materials and types available, and reach the contact form to start a conversation.

Manufacturing and Sustainability sit slightly off that main path. Rarely the primary converter for a first-time prospect, but for a referred client they can be the detail that settles the decision.

With the goals and the audience defined, writing the copy became its own piece of the work, shaping the messages around what Knoll needed each page to say.

Knoll wanted to hold its status as industry leader while giving real weight to its sustainability and manufacturing sides, without those messages competing for the same attention or turning into a wall of text.

Much of the work lived in the headings and subheadings across the site, each one carrying a clear intent, so every page answers the visitor before they have to ask.

The old navigation asked the user to already know what they were looking for, and most of the time they didn't. The new one is ordered by intent, not by org chart.

Products comes first because it is what the prospect came to see. Manufacturing earns its own place to answer the capability question up front. And Contact stays in sight the whole way, since the entire journey is built to end there.

If the visitor's question is whether Knoll can make what they need, then finding the right product has to be effortless.

The product catalog was built on Webflow's CMS with a filtering system organized by line, material, and whether a product has been awarded.

A visitor can narrow the catalog down to exactly what they need, and that last filter surfaces Knoll's recognition right where people are already evaluating.

Each product opens in a modal with its detail, so visitors stay in the flow of browsing without losing their place.

The detail gives enough to answer the capability question (the product, its line, the brand behind it) without pulling the visitor off the catalog or away from the path to contact.

The brief was clear on tone: Knoll is an engineering company, not a creative agency, and the site had to feel structural before it felt editorial.

The work was knowing which parts of Knoll's brand to keep and which to push. We held onto the red and white that make the company recognizable, and moved through typography and layout to carry the weight: knowledge, design, engineering, and trust.

The new system raised the standard for everything around it, starting with the product photography.

The redesign set the reference for how product should look on screen, and that gave Knoll a reason to revisit how their products were shot. One decision opened the next, all pointing toward the same high-end finish across the brand.

The old site stood still, like watching a slideshow, and that stillness was a big part of why it read as dated. Now the site responds.

Content animates in as it enters the viewport, and small interactions follow the visitor as they move through the page, guiding them without ever getting in the way

The motion brings the experience up to date and makes the site feel alive, so the visitor stops watching from the outside and starts to feel part of it.

The site is built entirely in Webflow, so Knoll's team can edit and add content without going back to a developer.

The CMS runs on three main collections, Products, News, and Careers, so the team can add a product, post a job, or publish news on their own. The system holds together as they grow.

The site ships in English and French through Weglot, with automatic routing and translated URLs.

Knoll speaks to its international clients in their own language from the first visit, on a site built to keep that consistent as it grows.