Connecting the full revenue journey, from first click to renewal.

Zaelab started in 2012 building commerce for complex manufacturers and distributors. Over time the work pulled them further: into the configuration and pricing behind every quote, the order management that follows, and the service after the sale. Two acquisitions later, they had grown into something much bigger than a commerce partner.

The brand and site hadn't caught up. The messaging read like generic consulting. The partner section listed so many platforms it buried the ones that mattered most: ServiceNow, Anthropic, and Shopify. The site itself had become a patchwork of the companies they'd brought together, and it was creating confusion in sales conversations instead of clearing it up.

Zaelab needed one story that worked across commerce, CPQ, and service, and a brand that could carry it. They had a set of logo proposals from an earlier identity effort, but no system built around them and no site to put it on. On top of that, more than a decade of content had to come across intact: 156 blog posts, 38 case studies, 25 events, 18 whitepapers, and 12 webinars.

We started with a brand refinement sprint. We reviewed the existing logo proposals, gave a clear point of view on direction, refined the mark, and ran a trademark check before locking it. From there we built the system around it: a typography scale, a palette of sharp greens with fresh accent tones, and a dithered texture that gives the brand a technical edge without feeling cold. It reads modern and refined, and it looks nothing like the consulting firms Zaelab competes with.

Then the story. Every framework in the market starts revenue at an internal process: lead to cash, quote to cash, order to cash. Zaelab's view is that revenue starts with the customer. We built the messaging around that idea, which became Customer to Cash, and organized the site around the journey itself. Sell, Serve, and Operate each get their own path across 17 solution pages, with an Agent Layer running across all three to show where AI does the work. The partner story finally reads as strategy instead of a logo wall, with ServiceNow, Anthropic, and Shopify leading and Zaelab's own IP getting its own space.

We wrote the homepage and key page copy, then explored a wide range of homepage design directions before landing on the one that became the foundation for the full site. That system then extended across every template: 10 services, 6 industries, 14 platform and partner pages, success stories, and the full content hub.

On the build side, we rebuilt the site from the ground up in Webflow. CMS collections cover every content type Zaelab publishes, with redirects in place to protect the search equity behind 249 migrated content pages. A custom animation layer brings the dithering and motion to life across the site. Instead of rolling out in waves, all 310+ pages went live together in a single launch.

Zaelab launched Customer to Cash alongside the new brand and site. For the first time, the story they tell in sales calls, the partners they lead with, and the site prospects land on all say the same thing.

The timing lines up with where the company is headed. Zaelab is backed by ServiceNow Ecosystem Ventures and Superstep Capital, is an Anthropic enterprise delivery partner, and works with companies like Simpson Strong-Tie, ABB, Eaton, Whirlpool, and Milwaukee Tool.

We built it for the company Zaelab had already become. Now the brand finally says it out loud.