Dupli
- Brand Strategy
- Market & Competitor Research
- Web Design
The Client
Dupli is a large-scale commercial printing company specializing in print production, direct mail, fulfillment, promotional products, packaging, and related business solutions. For decades, Dupli has helped organizations of all sizes bring their materials to life through high-quality production, dependable service, and a commitment to helping clients efficiently manage their print and distribution needs.
As the company continued to grow, its service offerings expanded beyond traditional printing into several complementary business divisions. While this growth created new opportunities for clients, it also introduced challenges in how the company communicated its capabilities and organized its services for prospective customers.
The Scope
Our engagement with Dupli began with strategic marketing and messaging work before evolving into a complete website redesign. We worked closely with their leadership team to identify and define their various customer audiences, map out marketing funnels for each segment, and develop messaging tailored to the unique needs of those audiences.
Once the strategic foundation was established, we redesigned their website to better organize their services, simplify the user experience, strengthen their brand story, and showcase the depth of expertise that sets Dupli apart in the marketplace.
The Challenges
One of Dupli’s greatest strengths was also one of its biggest challenges. Over the years, the company had expanded into multiple service areas, creating a wide range of solutions that served very different customer needs. Prospective customers often struggled to understand the full scope of what Dupli offered and how the various services and affiliated companies worked together.
The existing website contributed to this challenge. The navigation was difficult to follow, information was spread across multiple sections, and the overall user experience made it difficult for visitors to quickly identify the solutions most relevant to them. The visual design also felt dated and no longer reflected the scale, capabilities, and professionalism of the organization.
The Beginning
As we began learning about Dupli, what stood out immediately was the sheer breadth of services they provided. While many people viewed them as a printing company, it quickly became apparent that they were much more than that. Their capabilities extended from commercial print production and direct mail to fulfillment, promotional products, packaging solutions, and other services that help businesses manage their communications and materials more effectively.
Our discovery process focused heavily on understanding the different customer types Dupli serves and how each audience interacts with the company’s various offerings. Through workshops and strategic discussions, we identified opportunities to simplify the customer journey and create a clearer path for visitors navigating the business for the first time.
Several non-negotiables emerged throughout the planning process. The new website needed to simplify a complex service structure, clearly communicate the relationship between various divisions, and make it easier for visitors to find the information most relevant to them. Just as importantly, the site needed to position Dupli as an industry expert and trusted resource rather than simply a print vendor.
The Process
The project began with strategic planning focused on customer segmentation and marketing funnels. Because Dupli serves a diverse range of industries and customer types, we worked closely with their team to identify key audiences and define how each group discovers, evaluates, and engages with their services. This process allowed us to build messaging frameworks tailored to specific customer journeys while maintaining consistency across the overall brand.
Once the audience strategy was established, we focused on restructuring how services and business divisions were presented. A significant portion of the project involved consolidating information and simplifying navigation to create a clearer experience for users. Throughout the process, the client consistently prioritized ease of understanding and helping prospective customers quickly identify the solutions they needed.
As website development progressed, the project evolved from a visual redesign into a complete user experience transformation. We reorganized service categories, streamlined navigation, refined messaging, and developed content that better communicated both Dupli’s capabilities and expertise. The visual design was modernized to reflect the scale and professionalism of the organization while maintaining a clean and approachable experience for users.
The Result
The final result is a website that better reflects who Dupli is today: a comprehensive print production and business solutions provider with the expertise and capabilities to support organizations across a wide range of needs.
The new website simplifies a previously complex service structure, making it easier for customers to understand Dupli’s offerings and identify the solutions that best fit their needs. Through improved messaging, streamlined navigation, and a modern visual experience, the site positions Dupli as an industry leader while showcasing the depth of knowledge and capabilities that have fueled the company’s growth.
What began as a website redesign ultimately became an exercise in clarifying the company’s story, simplifying the customer experience, and creating a digital presence that accurately represents the scale, expertise, and value Dupli delivers every day.
