GeoCentral
The challenge
Disconnected systems and a limited experience stifled growth.
GeoCentral, a leading supplier of earth-based goods, had a legacy website that no longer served their evolving business. Their digital experience lacked the storytelling power needed to reflect the heart of the brand — and the functionality required to support customers old and new. Ordering was clunky, product discovery was limited, and backend systems required constant manual input from their team, creating unnecessary friction and wasted time.
The absence of integration between the website and their inventory management system meant that fulfillment, availability, and efficiency suffered. As the wholesale brand scaled and reached new audiences, the need for a modern, streamlined solution became undeniable — one that would empower both customers and internal teams to operate more effectively and intuitively.
By early 2024, it was clear the website needed more than just ongoing maintenance—it needed a strategic overhaul. The legacy site presented challenges in speed, usability, and scalability, all of which became increasingly problematic as CLI looked to expand their marketing efforts and reach new audiences. Expedition was entrusted with redesigning and developing a new website that would be easier to manage, better aligned with their brand, and more equipped for future growth.
The Solution
A streamlined system with a story to tell.
We partnered with GeoCentral to completely reimagine their digital infrastructure. At the core of the rebuild was a custom integration between the website and their inventory system — eliminating manual entry, reducing errors, and saving valuable time. This allowed for real-time inventory visibility and a far more efficient ordering process for both new and returning wholesale buyers.
With the backend optimized, we focused on improving the front-end experience. A redesigned user interface and reorganized information architecture made the site more intuitive to navigate and more visually aligned with the brand. We embraced a more natural, tactile visual system — integrating earthy tones, textured elements, and elevated product photography to reflect the feel of their goods and the values of the company.
The Results
A new foundation for digital growth.
The rebuilt website has fundamentally changed how GeoCentral does business online. Orders are easier to place, fulfillment is faster, and the internal team has more control and visibility into inventory. The streamlined connection between front-end UX and back-end systems means customers enjoy a smooth experience while staff can work more efficiently behind the scenes.
Most importantly, the new site now tells a better story — one that captures GeoCentral’s connection to the natural world and the everyday joy their products bring, while supporting the logistical demands of a modern wholesale business.
Custom inventory integration
Real-time syncing between website and inventory system to eliminate manual processes.
Full UX and design overhaul
Redesigned wholesale experience with improved navigation and brand-aligned visuals.
Backend performance improvements
Smoother order processing, faster site speeds, and improved internal workflows.
Built for wholesale growth
A new foundation that supports expansion and better serves both legacy and new customers.
Embark on your Expedition
Ready to explore the possibilities? Let's talk.
Every great idea starts with a conversation — and we want to have it. Whether you’re looking to build a brand, design a website, or craft a new digital experience, tell us a little more about your project and we’d be happy to see if our team is the right fit.
