Building a digital ecosystem that connects brand, content and customer experience.
Creating a connected brand ecosystem
A connected digital ecosystem designed to express the brand consistently and build ongoing engagement with the architecture and design community. Through a considered combination of website, content, social and CRM integration, Momo Handles established a cohesive platform that supported both brand building and commercial growth.
The Opportunity
As Momo Handles evolved into a design-led brand, there was a need to ensure the way it showed up digitally matched the quality of the product and its positioning within the architecture and design space.
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This required more than individual campaigns. It called for a connected system where brand, content, platforms and customer engagement worked together to build awareness, deepen engagement and support commercial outcomes.
The Approach
The focus was to create a cohesive digital ecosystem that could support both brand building and ongoing engagement with the architecture and design community.
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This involved:
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Establishing a clear brand destination online
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Creating a consistent content system across channels
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Building direct relationships with a highly engaged audience
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Integrating marketing platforms to better understand and respond to customer behaviour
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The intention was to ensure every touchpoint from first interaction through to product selection felt aligned, considered and reflective of the brand.
The Execution
Brand Destination Website
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Led the development of a new brand-led website designed to showcase product, application and inspiration in a way that resonated with architects and designers.
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The site was structured to balance:
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Product clarity and usability
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Visual storytelling and inspiration
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Seamless navigation between exploration and specification
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Social & Content Strategy (Instagram Focus)
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Developed a social media strategy centred on Instagram as the primary channel for brand expression and engagement.
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Content focused on:
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Real project applications
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Product detail and materiality
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Design inspiration and trends
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Collaboration and community
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This approach supported:
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Audience growth
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Ongoing engagement with a design audience
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Traffic to the website
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Lead generation and contribution to online sales
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CRM & Marketing Integration
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Implemented HubSpot as a central marketing CRM, connecting website, content and customer interactions.
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This enabled:
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Better visibility of customer behaviour and engagement
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More targeted and relevant communication
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Alignment between brand activity and commercial outcomes
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EDM & Audience Engagement
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Developed an ongoing EDM program targeting a highly engaged database of architects and designers.
Content was curated to provide value beyond product, including:
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Project features
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Product releases
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Industry insights and inspiration
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The focus was on maintaining relevance and consistency, reinforcing the brand over time rather than relying on one-off campaigns.
Reflection
Strong brands are built through consistency over time.
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By aligning platform, content and narrative, digital becomes less about individual campaigns and more about creating a connected experience that supports both brand and commercial outcomes.
The Outcome
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Established a cohesive and scalable digital ecosystem aligned with brand positioning
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Increased engagement across social and owned channels, including Instagram growth from 23K to 46K followers in 2025
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Built a highly engaged A&D audience, with EDM open rates averaging
~40% across a 10,000+ subscriber database -
Growth in qualified traffic and lead generation through digital platforms
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Strengthened direct relationships with architects and designers
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Improved alignment between brand activity and commercial performance