Case Study: Turntide Website

Engineering a better customer journey

Full-stack website overhaul, brand repositioning, and marketing funnel enablement for a B2B electrification powerhouse.

Turntide needed a digital shift that would better support sales and speak directly to their engineering customers.

The challenge

Turntide was evolving quickly, but their website was lagging behind their new company goals and ambitions.

Missing clear UX for product discovery

Visuals and messaging felt outdated

No infrastructure for automated marketing

Our approach

Founding Creative reimagined the Turntide digital presence from the ground up for a new audience.

Rebuild site strategy to prioritize engineers

Implement a scalable design system

Develop a content engine for team use

The process

Repositioning an electrification brand for online B2B growth

The blueprint that turned a new website strategy into impactful outcomes, one step at a time.

01

Implement gated marketing content capabilities for increased lead generation

02

Implement gated marketing content capabilities for increased lead generation

03

Implement gated marketing content capabilities for increased lead generation

04

Implement gated marketing content capabilities for increased lead generation

05

Implement gated marketing content capabilities for increased lead generation

06

Implement gated marketing content capabilities for increased lead generation

07

Implement gated marketing content capabilities for increased lead generation

08

Implement gated marketing content capabilities for increased lead generation

09

Implement gated marketing content capabilities for increased lead generation

We made the Turntide site more discoverable, usable, and effective for their actual buyers.

The website

Built for performance

Frictionless discovery for faster conversion.

Scalable UI system

Crafted a high-performance interface component collection rooted in flexibility, speed, and product engagement.

Customer-first strategy

Guided users through a restructured UX that prioritizes product access and reduces decision friction.

Engineered for performance

Flexibility and speed from buttons to fully interactive Web3D components.

Salesforce automation

Connected lead actions directly into Salesforce, streamlining marketing ops and improving conversion.

Engineered for performance

Flexibility and speed from buttons to fully interactive Web3D components.

The content engine

Generating demand

Positioning brand storytelling to drive pipeline

Site within a site

We created a standalone content hub framework under Turntide.com to enhance engagement and guide users seamlessly from search results to product discovery.

Fully sub-branded user experience

Branding the hub as “Current and Wave” expanded editorial freedom while staying true to the brand. Additional custom components were developed to support this new user experience.

Content architecture

Tagging, categorization, and hierarchy systems keep content organized and aligned with the buyer journey.

Gated content capture

Enabled seamless gated downloads to convert traffic into qualified leads, fueling pipeline and email list growth.

What started as a simple site refresh turned into a full transformation of how Turntide tells their story, supports their buyers, and drives growth across teams.

A platform for conversion, content, and collaboration

Conclusion

Founding Creative helped Turntide evolve from an investor-first story to a fully realized digital experience designed for engineers, partners, and customers alike. From redesigning the brand to building new marketing systems, we met Turntide where they were and built the tools to take them forward.

Today, their product-first website drives discovery and conversion, their internal teams own content confidently, and their brand feels aligned across every interaction. Momentum is now built into the platform itself.

Key outcomes

Stronger product storytelling
Refocused content strategy putting technical clarity front and center 
Streamlined sales operations
Full integration with Salesforce and governance-ready backend tools 
Expanded marketing capabilities
Sub-branded content engine, gated content, and campaign content

In collaboration with:

Client acquisition and production: Multi Image Group

Our work

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