The creative engine for food, wine, and agriculture.

Aug 8

New Work: A Meaty Website for German Manufacturer Handtmann

MJR - Handtmann Outstanding Power

When we got a call from long-time friend and collaborator Jeff Hensley of marketing firm Hensley Associates, he greeted us with a seemingly simple project: change the url from to a new URL and transfer existing product content directly from the older, underutilized site into an updated design for the U.S. sales arm of a highly respected German food processing equipment manufacturer.

However, as Hensley reviewed the existing product content and the MJR team began to explore platform and design options, it became clear that a significant opportunity existed to create a highly functional information and sales tool that would re-stage the German manufacturer in the U.S. market. Jeff Hensley and the MJR team of Mike Rolph (project strategist), Nico Dondlinger (UI/UX designer) and Ryan Foote (lead programmer) collaborated on developing a strategy that would leverage the German company’s vast product and visual content assets, and provide an online experience unmatched in the product category, worthy of the world’s most respected meat portioning equipment provider.

As Handtmann’s marketing agency, Hensley Associates guided the client though the deliberate process of demonstrating how a more comprehensive project approach as an innovative strategic initiative could create a functional knowledge center for their industry-leading products. In doing so, the site would also facilitate a complete reframing of the way the company presents content creating a dramatic impact on how the sales team, clients and prospects experience the company’s comprehensive array of product information.

MJR -Handtmann-homepage

Handtmann embraced Hensley’s vision, and together we went to work updating and verifying details of the technical content, including product specifications, descriptions, naming, photography, animation and video. We worked with Hensley and directly with Handtmann to understand their sales process and more strategic growth plans to inform the development of a scalable architecture and design approaches that would continue to address – and could adapt to – the company’s complex product profile, growing business needs, and changing sales environments.

Site use is up dramatically, visitor comments have been unanimously positive, and the simplicity of design and easy navigation to layers of information are most often cited.
– Jeff Hensley, Hensley Associates


This project is a testimony for the value of collaboration between trusted agency partnerships and how companies can benefit tremendously from their combined experience and knowledge. The new website now operates as a shared platform for the US and Canadian sales teams and its flexibility is helping the company expand in North America while maintaining individual identities for the company’s distinct United States and Canadian operations.


Bradley Fitzhenry, MJR Creative Group:
Bradley on Google+ |  twitter: @mjrcg |  Facebook:

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