case study: TEN Leasing Website

A digital platform for national scale

Website strategy, copywriting, design, and dev to activate a newly merged brand online.

TEN is North America’s largest provider of trailer leasing, rentals, and full-service support. After merging several business units into one unified brand, they needed a digital experience that lived up to the new vision.

Challenge

TEN had a bold new brand but no website to match. Internally, departments struggled to articulate services consistently. Externally, customers couldn’t see the full scope of offerings or easily navigate them. As a growing national leader, they needed more than a website—they needed a modern, modular tool that could evolve with them.

Approach

Founding Creative partnered with TEN to translate their new brand into a clear, high-performing website that could power the company’s next chapter.

Immersed in brand foundation to build digital continuity
Interviewed internal teams to understand services and buyer mindsets
Developed an audience-first sitemap to support UX clarity and scale
Wrote all new website copy to position TEN as the industry leader
Designed and built a robust web design system for future flexibility
Launched with CMS training, templated layouts, and dev support
Evolved into a fractional creative partner supporting ongoing marketing

Step-by-step from brand foundation to digital activation

Building a scalable website for a national leader

01

Align with the brand architects to translate Gretel’s brand system into digital application.

02

Interview internal experts to understand key services, audiences, and sales friction points.

03

Map a purpose-driven sitemap to streamline navigation and represent all business divisions.

04

Write clear, strategic copy that simplifies complex offerings for external audiences.

05

Wireframe intuitive page layouts built around hierarchy, clarity, and conversion flow.

06

Design a complete digital system with UI modules, components, and accessibility in mind.

07

Develop responsive, animated pages optimized for speed, devices, and interactivity.

08

Launch with live QA support using a real-time bug log and rapid resolution loop.

09

Empower internal teams with CMS training and flexible page templates for future use.

With a strong understanding of the new TEN brand, services, and audience, we moved from strategy into executing a scalable website designed to grow alongside North America’s largest trailer solutions provider.

Turning insights into messaging

Our content strategy brought the brand to life across every page.

We handled end-to-end copywriting across the full site, ensuring every word aligned with TEN’s voice, brand, and audience expectations.

Conducted interviews with department leads and executives
Identified audience questions, needs, and sales objections
Created messaging pillars to guide content hierarchy
Wrote every page of the site from scratch
Crafted copy modularly to support CMS flexibility and repurposing

This content-first approach helped unify internal communication and fuel future marketing campaigns.

Design system & user interface

Extending the brand with intentional design

We built a scalable UI system that turned static brand assets into a digital toolkit.
Working from Gretel’s identity work, we expanded the brand into an actionable interface for the web.

Designed digital color extensions for accessibility and clarity
Built modular components for headers, cards, CTAs, and footers
Developed flexible section templates for future growth
Designed responsive layouts to guide user flow across devices
Delivered a consistent and expandable visual system

The result was a user-first design experience that elevated the brand without overcomplicating the interface.

Development and deployment

A seamless launch and a foundation for scale

We didn’t just launch a site—we launched a full system for long-term success.
We carried the high-fidelity designs into development with a focus on usability, responsiveness, and team enablement.

Developed every page for mobile, tablet, and desktop views
Built interaction layers, page transitions, and subtle animations
Optimized for load speed and smooth navigation
Provided training and documentation for the CMS
Created reusable templates for new pages, gated content, and campaigns

From investor pages to sales landing pages, TEN’s team now has the tools to grow without friction.

A strategic creative partner for the long haul

What began as a website build became a trusted, ongoing partnership. Founding Creative now serves as TEN’s retained creative team—supporting web updates, investor tooling, sales campaigns, and new digital products. Together, we’re helping TEN maintain a strong, unified brand presence across all touchpoints.

Final outcome

A digital foundation built for scale and momentum

Conclusion

Founding Creative helped TEN evolve from a newly merged brand into a fully realized digital experience. What began as a website initiative became a strategic collaboration—unifying their service lines, elevating their market presence, and aligning internal teams around a shared vision.

That transformation now shows up everywhere—from an intuitive, high-performance website to modular CMS tools, investor-facing assets, and campaign-ready page templates. With every new initiative, the system we built supports faster execution, stronger consistency, and a brand experience worthy of a national industry leader.

Key outcomes

A clear and confident digital presence
- The new website brought TEN’s full range of services into focus, positioning them as the category leader.
Operational agility through CMS tools
- Custom page templates and backend flexibility gave internal teams full control over new content and launches.
A trusted creative partner on call
- With Founding Creative retained, TEN now has ongoing access to top-tier strategy, design, and execution.