Industrireklam and Weland
Industrireklam functions as Weland Group's external marketing department and manages the digital presence for the companies within the group. As their web partner, we at Toxic have a close and ongoing collaboration, where we are responsible for both maintenance and the launch of new sites. The collaboration includes everything from the shared Umbraco template Weland Light to custom digital solutions for individual companies within the group.
The challenge
The various companies within the Weland group worked in different CMS, which led to fragmented structures and inefficient workflows. At the same time, the companies had varying needs and graphic profiles, which required websites with different functions and expressions. This resulted in longer development times and made it harder for the editors to work effectively and consistently.
Industrireklam therefore needed a common and cost-effective platform with modern code, stable operation, and high security. A foundation that could bring together the websites and streamline the work, while each company had the opportunity to retain its unique content and expression.
About Weland and Industrireklam
Weland Group is a family-owned company with roots in Småland and a leading manufacturer of spiral staircases, railings, walkways, grating, and sheet metal processing. The group owns several brands and subsidiaries across various industries, including the construction industry, and has a very strong and dominant position in the Swedish market.
Industrireklam is an advertising agency in Halmstad that has been helping companies, primarily industrial companies, strengthen their brands since 1989 and acts as the Weland Group's external marketing department. With expertise in graphic design and 3D modeling, web design, advertising, and digital media, they focus on strategic and effective marketing.
Our solution
Together with Industrireklam, we have developed a solution in two tracks: Weland Light, a common template for companies with similar needs and Weland branding, as well as customized sites for companies with their own brands or more specific functional requirements.
Weland Light
Weland Light is a dynamic and powerful template built in Umbraco that provides all websites in the template with a common foundation. The solution allows for consistent functionality and design while each company can maintain the flexibility to customize content according to their needs. To create a sustainable and efficient structure, we identified common needs by inventorying existing sites and analyzing the requirements from the various companies. Based on these insights, we built a scalable template with customizable blocks, page types, and features that suit these companies in the group.
An important part of the solution is that changes in the template can automatically be rolled out to all websites. This saves time, streamlines maintenance work, and makes further development easier. The template also allows Industrireklam to quickly build new sites themselves when a company is to join the platform. Thanks to the fully developed and tested template, Weland Light is a cost-effective solution with clear synergies, where new sites can be launched quickly and smoothly. So far, over 10 sites have been launched based on the template.
The image shows the Weland Plastics website, which is created with the template.
Explore some sites we have created with the Umbraco template
We see a great advantage in that many of the companies in our group have the same structure and layout on their websites. This makes our web editors' job much easier and more cost-effective. If we make changes graphically or functionally in the future, that work is done in one place and not on several different websites and platforms, which makes us more agile.
Customer-specific solutions
In addition to the template, we develop customer-unique digital products for companies with their own brands, different branding, or more complex needs. This can involve sites with specific functions, configurators, or a complete experience that requires more than the template's framework. It is a broad collaboration where we work closely with Industrireklam throughout the process – from requirements specification and design to launch and management.
Explore some of our customer-specific solutions
The result and value for the companies within the Weland Group
What started as a platform project has grown into a long-term partnership around digital business development. We continuously launch new sites, further develop existing ones, and ensure that the platform maintains modern standards over time. The solution we created together with Industrireklam has resulted in several concrete benefits:
-
Streamlining of work: The editors can easily switch between sites thanks to uniform structures and names, making their work smoother and more manageable.
-
Cost efficiency: By using a common template, both time and resources are saved in the development and maintenance of websites.
-
Flexibility and scalability: Each company can still maintain its unique identity through customizations in the template, while the common foundational structure ensures easy management and maintenance.
-
Faster launches: New sites can be put into operation in a short time, making it easier for Industrireklam to manage new projects and companies that want to join the platform.
-
Shared improvements: If a company requests a new feature, such as a video-based hero section, this feature can be developed and then made available to all other websites in the group. This ensures that everyone can benefit from the improvements and strengthens the common platform over time.
A success factor in this project has been the close collaboration we have had with Industrireklam. It has also been fun to be creative and come up with the best solutions, both technically and for editors and users.
A partnership that grows
The collaboration with Industrireklam is more than a technology project. It is an ongoing partnership where we continue to develop the Weland Group's digital presence together – with the right solution for each company, whether it involves quickly launching a new site in the template or building a unique solution tailored to the company's own needs.
Book a meeting
In the meeting, we will go through your goals, current situation, and how we can assist you further.
More references
Isaberg Mountain Resort
Isaberg, one of Sweden's premier destinations for outdoor activities and skiing, has developed a modern digital platform in collaboration with Toxic to enhance its online presence and optimize the customer experience. The platform integrates several booking systems and customizes content based on the season, making it easier for guests to find and book activities. In this case, we focus on how the new solution has created a smoother and more cohesive experience for Isaberg's visitors year-round.
Lanbrukarnas Riksförbund (LRF)
When we at Toxic were tasked with redesigning The Federation of Swedish Farmers' (LRF) current website, we began to clarify what challenges LRF saw with the existing website and where the focus should be for the new website.
SIA Glass
SIA Glass has long been at the forefront of creative marketing communication. One of the challenges was that the old website did not have the same look and feel as the rest of the marketing. The solution was that we at Toxic developed a cohesive concept for the brand in the form of a new website. As part of the collaboration, we have also worked together with SIA Glass to develop an SEO strategy to strengthen SIA Glass's digital presence and increase visibility on Google.
Jobba Grönt
Jobba Grönt is an initiative by the Swedish Farmers' Association and Green Employers aimed at attracting and inspiring more people to educate themselves in the green sector. Initially, the mission was to help the Jobba Grönt project spread the message about green education – a task that Toxic has been entrusted to drive digitally.
Hooks Herrgård
With a focus on increasing sales digitally, Hooks Herrgård, together with Toxic, wanted to create an updated and appealing digital platform to inspire and inform their customers. And the goal? For customers to quickly find what they are looking for - and above all, to complete their booking.
Svenska Innebandyförbundet
Toxic has developed a new website on the Umbraco platform and is now responsible for its management and further development. As part of the project "Floorball 2.0," Toxic has also successfully implemented integrations with the Floorball app and iBIS, creating a seamless management of information between the systems.
Wismo Automotive
Wismo Automotive is the general agent for Opel and needed to develop a digital solution that allows the management of 90 sites in the same solution. Toxic created a solution in Umbraco Cloud that both streamlines the work for editors and gives the dealers the flexibility to customize their own pages.
Svegro
Toxic proudly presents our latest client case: a complete transformation of svegro.se. With a focus on modern UX/UI design, a stable platform in Umbraco, and innovative features, Toxic has created a digital platform that not only enhances Svegros brand awareness but also inspires a sustainable life with organic farming. The new website offers an enhanced user experience that reflects the 'wow' feeling Svegro is known for.
AmpSociety
Toxic has had the privilege of collaborating with AmpSociety in their effort to digitize their entire business flow, everything from project support, product configuration, quote management, and order placement of Amp's new charging system Amp5. The result is a new dealer portal, AmpPortal, which makes it easier to plan, configure, and order charging systems. The platform streamlines the work for sellers, dealers, and installers throughout the process, from early planning to final order.
Logistri
Before its planned listing change to Nasdaq Stockholm's main list, Logistri faced increased demands for transparency, reporting, and accessible investor information. Together, we developed a modern IR platform in Umbraco that simplifies daily operations and creates a stable foundation for the next phase of the company's development.
Länsförsäkringar Fastighetsförmedling
We at Toxic are proud of our long and successful collaboration with Länsförsäkringar Fastighetsförmedling, which we have had the privilege to work with since 2016. Together, we have created a modern website built in Umbraco, focusing on user-friendliness, attractive packaging of property information, and continuous improvements. Our joint work is characterized by innovation and sustainability, always with the users' needs at the center.
Essem Design
Essem Designs e-commerce is the flagship store where user experience, design, and the brand's history are highlighted in every detail. Together with Toxic, Essem has taken the step to a global platform where the vision of the hall as the "first room" meets modern technology, high performance, and a long-term digital strategy. Through a new framework, inspiring features, and over ten years of SEO work, Essem has created a digital presence that drives growth both in Sweden and internationally.
Kläppen Ski Resort
We at Toxic were entrusted to help Kläppen Ski Resort at a strategically important stage, where their existing web platform needed to be reviewed for the future. Kläppen's previous website was built in Episerver, with a license that expires in 2026. This created a clear need to find a new solution that was both sustainable in the long term and cost-effective.
Konradssons Kakel
When Konradssons Kakel took the next step in its digital development, the goal was to create a modern and inspiring web experience that meets customers' needs today. Together with Toxic, a new digital platform was developed on Litium Storefront, where inspiration, product information, and flexibility are at the center.
Bevent Rasch
An e-commerce platform with increased service level and accessibility was on Bevent Rasch's wish list, and that is also what their new e-commerce, built by Toxic, achieved. With web, e-commerce, and PIM on the same platform – Litium – the customer experience improved while the administrative and manual tasks were streamlined.
KABE
We at Toxic are proud to have been entrusted with developing KABE's new website. The project combines modern design, improved user experience, and an editor-friendly CMS, Umbraco, to best meet KABE's needs.
GARO
GARO needed a new site to take the next step in its digital journey and to offer both of its target groups; the private consumer and the electrical installer a modern digital experience. Toxic built the solution in the e-commerce platform Litium.
Infranord
Toxic has developed digital solutions in close collaboration with Infranord that strengthen both their internal efficiency and external brand. By creating the customized mobile app TORD and redesigning the website in connection with Infranord's rebranding, we have together created a comprehensive solution that supports their operations – from technology to communication.
Svensk Camping
Svensk Camping, formerly known as SCR, underwent a comprehensive rebranding. In connection with the launch of a new graphic identity, Toxic was tasked with developing a new website built on Umbraco Cloud. The result is a modern and informative digital platform that strengthens Svensk Camping's communication and creates better reach for both the industry and the organization's members.
Norrviken
When Norrviken wanted to strengthen its digital presence, Toxic was entrusted to create a unified web platform, built in Umbraco, that elevates their entire operation – with the park and visitor experience at the center. The new solution makes it easier to inspire, inform, and guide visitors year-round. As part of the platform, Toxic has also developed an e-commerce solution in Umbraco Commerce, integrated with the business system HiCore via our integration engine EntityFlow.
Stolab
Toxic has long had a close collaboration with Stolab and has been their digital partner. The collaboration has now led to Toxic, together with Stolab's in-house department, creating a comprehensive solution with a focus on sustainability.