müllerblaustein’s Brand Refresh & Digital Transformation with TYPO3

müllerblaustein HolzBauWerke GmbH is a recognized leader in timber construction and engineering. With decades of expertise and a reputation for innovation, the company is driven by skilled craftsmen who are passionate about working with wood.

In 2022, Müllerblaustein sought an agency to refine their brand strategy and update their corporate design. After speaking with several agencies, they found contenance GmbH to be the right fit. Unlike others, contenance immediately grasped the technical aspects of their business model and proposed practical, tailored ideas rather than generic marketing theories. Known for their ability to tackle complex challenges and foster long-term client relationships, contenance excels in strategic brand communication and innovative TYPO3 solutions, helping businesses navigate growth and transformation.

"Working with contenance GmbH has been an exceptional experience. From the start, they understood our vision and strategic goals, ensuring a seamless integration of müllerblaustein into the Geiger Group while preserving our independent identity. Their expertise in creating a user-friendly TYPO3 website with a focus on an intuitive customer journey and dynamic content solutions has truly transformed how we present ourselves online. The collaboration was professional, creative, and highly effective." 

- Yvonne Schlosser, Leitung Marketing & Kommunikation 

müllerblaustein underwent major changes when they lost their Managing Director, ultimately leading to their integration into the Geiger Group. Formerly a family-owned and operated business, they required consulting and assistance to navigate the changes while preserving their brand identity and established trust. Their brand positioning was outdated and did not meet modern standards. 

The goal of this project was to reestablish themselves in the market, attract new clients and employees through a refreshed career portal and focus on a holistic, modern design that effectively communicated their services. 

To achieve this, their partnership with contenance was the key to developing a future-proof digital web presence that strategically aligned with their goals. TYPO3 was the chosen CMS for this project due to its mobile-first capabilities, custom extensions, efficient updates and rich media management. 

Managing a project of this magnitude required not only harmonious collaboration but also a team equipped with profound insight and careful precision. The task was to modernize müllerblaustein and acknowledge their integration into the Geiger Group, while simultaneously recognizing their origin and independent brand identity. 

The general approach at contenance was built on four key pillars: transparent communication, close collaboration, agile methodology, and post-launch support. They specialized in brand strategy and design, focusing on UX/UI design and implementation, website development, content management, and optimizing search engine performance. 

For the brand strategy, the team held collaborative workshops where detailed personas were developed and subsequently, the site architecture was crafted based on the customer journey. The corporate design was modernized and the logo was a reflection of the brand’s legacy while looking to the future. The overall user experience prioritized usability and brand aesthetics. The creative teams at contenance created fully-responsive components and templates to ensure optimization across all devices. 

The website development required a complete redesign and migration to TYPO3 CMS v12 LTS with a special emphasis on usability and modern elements. Due to TYPO3’s customization and ability to implement multi-language support and rich media management, the custom API integrations allowed for a seamless transfer for key content areas (e.g. job postings, references). Custom content elements were tailored to company needs, ensuring the intuitive management of complex data. 

Performance optimization was a primary focus with improved and fast loading times, optimized assets and an enhancing of the overall website speed. Built into the structure is a rich media management system with advanced media handling capabilities due to TYPO3’s file abstraction layer. High quality media delivery is provided without compromising performance. 

A comprehensive SEO process was conducted by contenance that included a full website audit, strategic keyword selection, and on-page optimization to improve search visibility and organic traffic. To measure impact, contenance configured Matomo Analytics and continuously tracked keyword performance to refine and enhance results over time.

After a successful migration and relaunch, the müllerblaustein website has experienced measured success. After the go-live in July 2024, the portal has seen a significant increase in project inquiries and job applications. The number of visits has increased drastically by 318%, according to Matomo.  Performance has improved as well, with a score of 90% by tools such as Xovi, GtMetrix and PageSpeedInsights. 

With improved performance and higher traffic, the website now delivers stronger brand visibility. The website serves as a modern portal, reinforcing müllerblaustein’s position within the Geiger Group. The new platform successfully attracts and engages the target audience while offering an intuitive user experience.

The partnership between contenance and müllerblaustein is ongoing. To support sustainable growth, they work together on a monthly basis to collaborate on brand communication, adaptations to the digital system and a continuous SEO optimization.

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