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.
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.
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
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
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.
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
Social & Content Strategy (Instagram Focus)
Developed a social media strategy centred on Instagram as the primary channel for brand expression and engagement.
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
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
CRM & Marketing Integration
Implemented HubSpot as a central marketing CRM, connecting website, content and customer interactions.
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
EDM & Audience Engagement
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
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.
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