Leading Huliot Storage’s Marketing Transformation
A full marketing and branding transformation for a leading storage solutions company — from brand strategy and visual identity to digital, print, and sales enablement materials.
Background
Huliot Storage Solutions is a leading provider of custom storage solutions for businesses of all sizes, specializing in shelving systems, lockers, storage cabinets, and more.
When I joined the project, the company’s online presence no longer reflected its market position or the quality of its products.
Huliot Storage's old website - 2022
Huliot Storage's old catalog from 2021
The old website was outdated in both design and user experience, lacked a clear structure, and didn’t effectively guide visitors toward making inquiries or purchases.
When I joined the project, the company’s online presence no longer reflected its market position or the quality of its products.
The old website was outdated in both design and user experience, lacked a clear structure, and didn’t effectively guide visitors toward making inquiries or purchases.
Beyond the visual aspect, there was no cohesive brand voice, the content was inconsistent, and the site wasn’t optimized for mobile or search engines. This resulted in missed opportunities to convert traffic into leads and an overall customer journey that felt fragmented.
Huliot Storage's old social posts from 2020-2022 - The brand identity was not defined yet.
Huliot Storage's old catalog from 2021
The old website was outdated in both design and user experience, lacked a clear structure, and didn’t effectively guide visitors toward making inquiries or purchases.
Beyond the visual aspect, there was no cohesive brand voice, the content was inconsistent, and the site wasn’t optimized for mobile or search engines. This resulted in missed opportunities to convert traffic into leads and an overall customer journey that felt fragmented.
A few weeks in, and it hit me — if we want people to see Huliot Storage like the premium brand it actually is, we can’t just say it.
We have to look it. Feel it. Own it.
I started working on a fresh, confident visual language that screams quality — from the website to the catalog to every ad out there.
Two very impressive projects from before my time, that should have been presented better in the old catalog
My Role
Marketing Strategy & Creative Direction
New Catalog & Visual System Design
Brand identity and Website Redesign
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New Life for the social scene for Huliot
The new Huliot Storage "Welcome" Video (2023)
Social media posts after I started my roll as Marketing Manager
Responsibilities
Marketing Strategy & Creative Direction
Defined a clear marketing direction for the company, aligning all online and offline activities under one strategy. Focused on stronger positioning, clearer messaging, and measurable goals.
UX/UI Design & Web Development
Redesigned the company’s entire digital experience — from UX mapping and content architecture to the final responsive website. Worked closely with the development team to ensure design accuracy and performance.
Brand Identity & Visual Language
Led a complete rebrand, creating a bold, modern visual system across all touchpoints — logo refinement, color palette, typography, catalog design, and social templates.
Content Creation & Video Production
Produced a full range of marketing materials, including product videos, promotional clips, newsletters, and catalog animations — all aligned with the new brand voice.
Marketing Operations & Automation
Implemented structured marketing processes and automations for lead collection, campaign tracking, and performance analysis, improving team efficiency and sales coordination.
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Impact & Results
Guiding a new salesperson
In addition, although it was not part of my formal role, I identified a gap between the quality of leads and the low closing rate of one of the salespeople.
Despite his hard work, he was struggling to turn opportunities into deals. I took the initiative to mentor him, teaching the psychology of selling as a service and how to deeply understand a client’s needs - painting a clear picture of both their current situation and the improved reality after implementing our solutions.
Over time, this approach transformed his performance. Today, based on the three-year report I prepared, he is the company’s top closer for high-value deals to new customers, leading in first-time sales above 10,000 NIS.
Building Trust
First-Time Sales Bump
These improvements not only boosted sales but also strengthened the company’s overall market position and credibility with clients.
Facebook / IG
Website
Incoming Call
Manual Entree
Average Income per First Sale, by Lead Source (NIS)
How Smart Marketing Helped Move the Stock
Inventory Value Over Time (NIS)
Creating Space
Fast stock depletion
The creation of a dedicated promotions page had a direct impact on inventory reduction: stock levels dropped by 36% within a single year, compared to only 6% in previous years.
While that has hurt the ROAS a bit, due to having much of the focus on shelf-items, instead of the higher valued custom-made solutions, it has freed space in the warehouse, reducing storage costs, while allowing smaller customers to experience Huliot Storage for the first time.
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The number of times Sales of 10k NIS or higher over a 3 year period occured
10k - 20k
20k - 30k
Over 30k
Before & After: Homepage
The old homepage was extremely short, generic, and failed to tell the company’s story. It presented a few product images and a basic contact form, but offered no real value to visitors.
There was no clear hierarchy, no persuasive messaging, and no reason for clients to stay on the site.
The new homepage was designed as a long-form experience. It introduces the company, highlights its advantages, showcases projects, and builds trust step by step.
With structured sections, visual storytelling, and strategically placed calls-to-action, the homepage now works as a true sales tool instead of just a landing page.
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The UX Behind the Homepage
The redesign of the homepage was guided by three core principles:
First, it needed to build credibility.
Instead of showing product racks with no context, the page now opens with a strong hero video and immediately introduces the people and expertise behind the company.
Second, it had to demonstrate value upfront. Visitors quickly see what makes Huliot different - its advantages, recent projects, and proven track record - before they are ever asked to leave their details.
Finally, the homepage was designed to guide the visitor’s journey.
By structuring the content into clear sections - About, Advantages, Projects, Expertise, Testimonials, Clients, and Contact - the page naturally moves potential clients from awareness to trust to conversion.
The Next Design Could Be Yours
I don’t do “pretty websites.”
I build tools that sell.
If a homepage doesn’t move the needle, it’s just decoration - and I don’t do decoration.
At Huliot, the redesign wasn’t about colors or fonts. It was about trust, flow, and results. That’s why conversion rates went up, order values increased, and leads finally turned into real clients.
This is what design means to me:
bold, intentional, and unapologetically focused on impact. Because good design doesn’t just look nice - it changes the game.
So… the question is simple:
is your business ready for its next level?