Coleman logo


The Opportunity

Coleman Research Group is an expert network firm that connects thousands of clients with industry experts to provide relevant industry insights.Their clients include global investment firms, consultancies and corporations.

Coleman approached Flightpath with the objective of refreshing their website's user experience and design, along with their branding as a whole. Flightpath set out to articulate Coleman's digital brand voice while effectively engaging all three of their target audiences: potential customers, industry experts, and potential employees.

Coleman tablet wireframe mockup Man writing on a white board
Coleman mobile wireframe mockup Employees running a race

The Solve

Flightpath approached the redesign as an opportunity to ensure that Coleman's brand values were fully reflected in its online presence.

We began with a discovery process, involving key stakeholders from Coleman and several members of the Flightpath team, then performed competitor reviews, persona analyses, and a creative brainstorm.

This led to our topline POV that quality in the business world, like in the rest of the world, has a distinct "look and feel." It communicates, illuminates and relates to a sense of aspirational accomplishment, significance and style.

The importance Coleman places on quality supports their business mission, philosophy and aspirational state of mind in driving overall performance. Simply, through sustained and integrated organizational quality, incredible things become possible. This played itself out in our web strategy via strong, succinct language coupled with aspirational imagery to resonate with our motivated audience and build confidence in Coleman and its standard of service.

  • For clients and experts, this elicits trial and loyalty.
  • For employees, this aids in a reinvigoration of morale.





Our creative team designed the website with an immersive user experience that guides users through a prescribed discovery user flow. The new site architecture enhances clarity and ease-of-use.

The responsive website was developed with the Umbraco Content Management System and its new grid editor. This new technology and unique content management approach gives Coleman the ability to edit and adapt their website with a methodology and interface that stands out among other CMS tools.

How and Why

The improved user experience makes Coleman stand out as a forward-looking player and industry leader in a competitive space. Improving their communication to better engage their target audiences resulted in an innovative, disruptive approach that is unlike any other B2B website we've seen.


Organic search
improved by 13% yoy

Bounce rate
improved by 33%

Avg session duration
improved by 11%

Relevant Links

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