As part of a Luminus rebrand project, Russin Lumber changed its name to Russin to better align with the variety of building materials products they had come to distribute. The previous website had an identity crisis of its own, with multiple designs on different sections of the website that almost made you think you had left the site altogether. The new site focuses on updated messaging centered around decision support expertise along with detailed product information. It’s visual design utilizes the brand’s rich color palette that frames multiple product brands without causing conflict within the various page layouts. The site has multiple conversion points for consultation requests, document downloads, and call tracking.