Think: Group
Treasuring Heritage, Thinking for the Future
Solutions
2025
Treasuring Heritage, Thinking for the Future
Client
Think Group
Location
Yorkshire, England
Sector
Engineering
The Goal
Going into this project, we had two clear priorities. The first was to ensure the new website has a modern and professional design that perfectly aligns with the new branding while keeping the sentimental value of the family-run businesses. We knew it was crucial that the new brand did not lose the heritage of James Robinson Fibres and Texfelt, as both of these companies carried a rich history and passion for the work they did.
Our second priority was to make it an easy-to-navigate experience, focusing on a simple yet elegant design that allowed all users to get where they need to be with no issues. We worked very closely with the team at Think Group during the design and development stages to ensure that, creatively, we were meeting their needs and expectations while also optimising the website for SEO best practices.
The Challenge & Strategy
Seamless Search, Striking Design, and a Sustainable Vision
Our biggest challenge (and now biggest victory) was yet to come: to incorporate an advanced product search filter, allowing users to access products from both sides of Think Group in one place with seamless ease based on the user’s product search. Our development team worked tirelessly to perfect this unique feature, as we knew it would help any customer who used the website to understand each product’s application.
Flawless collaboration between the team inside the tank, along with forward thinking and an agile development process, ensured that the project was delivered on time and within budget. Communication was key with this one; continuous open communication between Fishtank and Think Group was vital to delivering the perfect product that was visually appealing and consistent with their overall marketing materials.
To truly bring the new collective identity to their industry-leading status, Web Designer Emily created an attractive load screen that informs the user of Think Group’s versatile services and does so in a polished and sleek manner. We also included a touch of tech by applying sleek button transitions. This artistic element goes hand in hand with other motion graphics (such as focus blocks like banner transitions and text highlighting) to enhance the visual experience.
As something that both Fishtank Agency and Think Group hold close to their hearts, we knew incorporating sustainability into the site was crucial. It was essential to produce a well-crafted website that embodied the commitment of Think Group’s mission to be environmentally friendly and invites the user to learn about their green legacy since 1873 and their goals moving into the future. Find out more about Think Group’s sustainable fibre and non-woven solutions and see for yourself why we are so passionate about working with them.
The Solution
A United Effort for a Timeless Brand
The launch of Think Group gave us the opportunity to expand our in-house skillset and come together as a team to create something beautiful. Spreading across four departments in total, this truly was a tank effort, highlighting the dynamic chemistry shared amongst everyone here at Fishtank Agency.
Our mission was to create a website that was as innovative and practical as possible while still allowing Think Group’s amazing products the room they deserved to speak for themselves.
We are eternally grateful to the team at Think Group for trusting us with this project and further entrusting us moving forward into the future with continuous website and SEO maintenance. We are so honoured to now be a small part of a 150-year history, and we look forward to continuing this partnership in the future.
Defining objectives
We approached this project with a dual focus: to honour the legacy of James Robinson Fibres and Texfelt while introducing a modern, unified brand experience for Think Group. It was essential that the website reflect the professionalism and innovation of the new brand identity, without losing the emotional and historical value that long-standing customers held dear.
Advantages
Our close collaboration with the Think Group team allowed us to understand their users’ needs and expectations in depth. This helped us prioritise clarity and ease of navigation, while ensuring the new design remained authentic to their heritage. Insights from this research guided our development of features like the advanced product search filter, which streamlined access to the Group’s full offering for a more intuitive user journey.
Be Brave
We challenged the conventions of typical B2B sites by incorporating sleek animations, polished transitions, and an elegant load screen that elevated Think Group’s visual identity. These bold design choices helped express the innovation at the heart of their work without compromising clarity or performance.
Be Human
Preserving the character and heritage of a family-run business was central to every design decision. By thoughtfully weaving in their sustainability message and historical roots, we ensured the site resonated emotionally with long-time clients while engaging a new generation of users.
Be Agile
An iterative and collaborative process was key to delivering the right outcome. From refining complex functionality like the dual-brand product search to aligning visual elements with evolving brand materials, we adapted quickly and efficiently through constant, open dialogue with the Think Group team.
