View site
A complete business transformation - rebrand, website, partner program, and new digital product - that turned a single-vertical golf company into a multi-market technology brand.
12 months
CapillaryFlow – formerly Capillary Concrete – had built something genuinely innovative: a patented system for constructing durable, low-maintenance bunkers, greens, and grounds. The golf segment knew them. But the technology had far broader potential – sports fields, equestrian arenas, urban leisure spaces – and the brand was not equipped to reach any of it.
The name said concrete. The website was structured around a single vertical. Each product area lived on a separate site. And the sales materials were built for one type of buyer, not five.
To grow into new markets, CapillaryFlow needed more than a new logo. They needed a new way of presenting themselves to the world – and the commercial infrastructure to sell through it.
We started where we always start – with the business, not the brief. A series of workshops mapped the full commercial picture: who the best-fit customers were across each vertical, how they buy, what motivates them, and what the brand needed to say to each of them differently.
From there, everything else was built.
The name change was strategic, not cosmetic. Concrete said material. Flow said outcome – movement, performance, control. We developed the full brand: name, graphical profile, visual identity, and a unified design system that consolidated what had previously been separate brands for separate verticals into one coherent platform.
The new website replaced a fragmented structure – multiple sites, each serving a single audience – with a single unified platform built around how different buyers actually find and evaluate solutions. We defined the architecture, wrote the messaging, produced the design, and launched in Webflow.
The result was a site structured around specific audiences – golf, equestrian, sports fields, urban spaces – while presenting a consistent brand and technology story across all of them.
CapillaryFlow grows significantly through partners. We ran dedicated workshops to map the partner ecosystem, define partner categories, clarify what motivates each type, and build the commercial structure needed to make the channel work at scale. The output included a partner portal with sales materials, training content, installation guides, and everything a partner needs to quote, sell, and install confidently.
We created the full commercial toolkit – sales presentations, brochures, investment return calculators, installation guides, and video content. We also took on digital marketing execution: SEO, Google Ads, LinkedIn Ads, and blog content to drive awareness and lead generation across verticals.
Flowtrack is a smart monitoring system that gives golf course superintendents real-time control over moisture levels and playability. We designed the interface to simplify complex sensor data into actionable insights, allowing users to track metrics like green firmness and bunker moisture directly from their mobile devices. By integrating custom dashboards and automated alerts, the app enables data-driven maintenance decisions that ensure consistent playing conditions while optimizing water usage and labor.
We work together with your management team
Customer Centric
Design Driven
Knowledge Transfer
The numbers did the talking.
100% Increase in overall website traffic year-on-year
777% Increase in direct sales leads from the equestrian segment
337% Increase in Google Ads impressions – same budget
2x Time users spent on the new website vs the old
The rebrand repositioned CapillaryFlow from a conventional bunker supplier to a technology company – and the market responded. Prospects and customers began perceiving them as the dominant leader in their category. New verticals that had previously generated no leads were suddenly producing pipeline. A major deal in a new product area closed in under nine months from launch.
The golf segment grew too – direct sales leads up 11% year-on-year, outperforming overall segment growth of 9% and reducing over-reliance on the partner channel.
And with FlowTrack live, CapillaryFlow had something no competitor could offer: a connected digital layer on top of a physical product – turning a one-time installation into an ongoing relationship.
Design and build ambitious B2B digital products.
Visiting address:
Nordhemsgatan 56 | 413 09 | Göteborg | Sweden
Correspondence address:
🏢 Andra Långgatan 7A, 413 03 | Göteborg | Sweden
