Ticonderoga®
Ticonderoga is one of the most recognized pencil brands in the world. They are a forward thinking company that prioritizes quality, consistency and supporting education.
Primary audiences include: Schools, teachers, students and parents.
The Goal
Simplify and modernize Ticonderoga’s website to match updated branding while eliminating manual product updates by integrating the site directly with Salsify.
Services Provided
- Custom Website
- Design Consultation
- Custom Software
- Product Data Integration
- ADA Minded Front End Standards
Industry
- Education
- Manufacturing
The Core Challenge
Ticonderoga’s previous WordPress site made product updates slow and manual. Each product needed to be updated one by one, which created a bottleneck and made it harder to keep content consistent across channels.
At the same time, the website needed to serve multiple realities:
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Their biggest customers are large retailers and distributors
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Their strongest advocates are teachers
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Parents often buy through retail channels, not directly on a brand website
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Marketing performance depends on sending traffic to clear product and campaign landing pages
The site had to become more than a catalog, it needed to be a bridge between brand education and retailer conversion.
Discovery Insights
Ticonderoga knew that the real issue was not just presentation. It was product data flow and scalability.
Ticonderoga already manages product information centrally in Salsify for major retail channels. Their website needed to act like another channel fed by the same source of truth, not a separate system that would drift over time.
We also learned their digital marketing programs were accelerating, which raised the stakes for landing pages, product clarity, and campaign ready structure.
Strategy and Planning
We built the plan around two priorities.
1) Simplify the experience
Create a clean, approachable site that reflects updated brand standards and helps visitors quickly find the right product, story, or campaign.
2) Make product data sustainable
Architect the site to stay synced with Salsify, reducing manual work while keeping product content consistent across the web ecosystem.
We also planned the website structure to support what Katy described as a long term shift toward more direct paths to purchase, even if fulfillment is handled by partners or marketplaces.
Implementation
Bright Cloud Studio partnered as design consultants and as web and software developers.
We delivered:
- A redesigned, streamlined website aligned with updated brand standards
- A CMS setup built for clarity, flexibility, and long term maintainability
- Custom software that syncs Salsify product data into the website’s product database
- Product organization guidance so Salsify data mapped cleanly to the site
- Landing page patterns that support promotions and paid campaigns
- ADA minded development practices and secure, standards based build decisions
The end result was a site that supports both brand storytelling and product education without turning the marketing team into data entry staff.
Results & Impact
Ticonderoga's broader digital programs saw significant performance lifts, including major gains in click through rates and website traffic when campaigns landed on strong product and educational pages.
- Website traffic increased by roughly 120% year over year based on available reporting
- Product updates no longer require one by one manual edits
- Marketing can direct visitors to specific campaign and product landing pages with confidence
- The site is structured to support future growth, including evolving commerce strategies
Ongoing Partnership
Bright Cloud Studio continues to support Ticonderoga and other brands within their parent company’s portfolio. As their content strategy evolves, we help them keep the website flexible, secure and ready for new campaigns.