- Client
- Axter
- Sector
- Construction
- Services
- Plan, Design, Build, Grow, Craft CMS
- Website
- axter.co.uk
A decade of green roofs
Axter designs and installs green roofs, blue roofs and waterproofing systems, and is a certified B Corporation. Mutual has been its digital partner since 2017, on a Craft CMS build that's grown page by page ever since. This project was a refresh rather than a rebuild: bringing Axter's newly designed brand guidelines fully onto a site nine years in the making.
increase in engagement rate post-launch
550%
working with Axter as their digital and brand partner
9 years
gains came from structure, not new content
100%
A device built to be filled
At the centre of the new brand is a device: four rotated squares arranged into a pinwheel that forms an X, a strong character sitting right at the centre of Axter's own name. The guidelines treat it as a flexible container rather than a fixed image, able to carry AI-generated imagery, sit over a full-bleed photograph as a mask, hold a still image behind it, or have video running behind it instead.
The AI-generated version is aerial roofscapes, planted and paved, shaped to sit inside each of the four rotated panels, letting the device double as what it's actually about: a bird's-eye view of the rooftops Axter builds on. The guidelines were built to hold up beyond the site too, not just on screen.
Concept applications show the same device on van livery and standing in for the multiplication sign in a "30 × year guarantee" badge, so it works as one system across digital and offline materials alike.
The device, live on the site
That device is now a reusable template across the site rather than a one-off graphic. The same four-panel shape can hold a photograph, AI-generated imagery, or looping video depending on the page, so a decision made once in the brand guidelines carries straight through to new pages without being redrawn from scratch. It keeps the site visually consistent while leaving whoever's building the next page free to choose what fills it.
Navigation rethought, pages kept
Alongside the brand device, the refresh took a hard look at the site's information architecture. Years of incremental changes had left the navigation harder to follow than the content underneath it, so that was rebuilt from scratch: what a visitor clicks through to get somewhere changed, even though the destination pages themselves were largely retained.
Every component, rebuilt
The rebuild ran across every kind of page Axter has: heroes, homepage modules, standard page blocks, case study listings and case study pages, guarantee and reassurance panels, and blog templates. Each was checked old against new and rebuilt against the same brand device and component set, consolidating nine years of organic growth into one consistent system.
Same CMS, raised standard
Because Axter was already built on Craft, the refresh didn't need a content migration. The same pages were brought up to Craft 5 and rebuilt against a finalised set of components under the new navigation, with accessibility and responsive behaviour checked page by page rather than assumed.
A relationship built to last
Axter is one of Mutual's longest-running relationships, on retainer since 2017. This refresh is the latest chapter rather than a one-off project, and the same brand device now sets the template for whatever Axter builds next. Ongoing support runs on Mutual One.
