Axiom Industrial Supply

The brief

Stand up a full industrial catalogue platform for a second supplier without rebuilding it from scratch — and prove the architecture behind Merxsea was a product, not a one-off.

What was in the way

• A catalogue as broad as the first: valves and flow control, instrumentation, mechanical equipment, electrical and power generation, refractories, piping, raw materials and railway lines.
• Twenty-plus principal manufacturers to present as credentials, each mattering to a different buyer.
• Rebuilding from zero would have priced the project out — the economics only worked if the first build could be reused.
• Distinct brand identity required, despite a shared underlying system.

What we did

1. 01

   Reused the platform, not the design

   Catalogue taxonomy, routing, carousel and enquiry flow came across from the Merxsea build as reusable modules. Identity, palette, copy and imagery are entirely Axiom's — the same skeleton wearing a different brand.

2. 02

   Kept the taxonomy that already worked

   Seven industrial verticals plus a railway division, each with its own catalogue surface, because that structure had already proven itself against real procurement-engineer behaviour on the first deployment.

3. 03

   Foregrounded the principals

   More than twenty represented manufacturers — Fisher Rosemount, Grove Dresser, Daniel Industries, Limitorque, Camille Bauer, Anderson Greenwood and others — surfaced as first-class content, since in this trade the brands you distribute are the credential.

4. 04

   Shipped the same engineering standard

   Route-level code splitting, lazy media, canonical URLs and structured data, so the second site launched with the same performance and crawlability profile as the first rather than a cut-down version.