Pillar 02 · Clarity Brand · Platform · Ops · CRM Engagement · 2.5 years · ongoing · 2023 onwards

Anglers
Resource.

The exclusive Fuji distributor in the Americas, with twenty-plus years of authority and an operational stack that did not match it. We rebuilt the brand, the platform, the inventory, and the way the business runs.

SECTOR B2B Distribution
TERRITORY North & South America
BRAND Exclusive Fuji
SCOPE Brand · Platform · Ops
DELIVERY Discovery → Launch
Where they startedSection 02

A digital and operational stack that hadn't kept pace with the business behind it.

Anglers Resource is the exclusive distributor of Fuji fishing components across North and South America, supplying thousands of SKUs to distributors, manufacturers, custom rod builders, and OEMs. The scale and reputation were earned. The digital and operational infrastructure had not evolved at the same pace.

Sales, inventory, purchasing, accounting, and customer management lived across legacy tools and manual processes. Orders arrived via phone, email, spreadsheets, and trade shows. Inventory visibility was limited. Reporting was slow and inconsistent. Customers relied heavily on direct contact with the sales team to place and track orders.

The challenge wasn't to build a new website. It was to redesign how the business operated digitally. And to do that without disrupting a profitable operation already in motion.

What we did.

Four pillars · phased delivery Discovery → Design → Systems → Launch
01 Brand & identity Discovery

A visual language matched to their actual authority.

Clarified positioning and visual language aligned with Anglers Resource's standing in the industry. The mark, type system, and tone of voice rebuilt to live on a B2B platform, a trade show booth, and a custom rod builder's catalogue without ever feeling out of place.

Positioning Visual identity Brand book Tone of voice
02 Platform & UX Design

A complex catalogue, navigable for the people who actually buy.

Information architecture restructured for distributors, OEMs, and custom builders. Custom WooCommerce build with role-based pricing, account logins, and bulk ordering. Designed for B2B reality, not B2C ergonomics.

IA Wireframes WooCommerce B2B Role-based pricing
03 Systems & integration Systems

One platform. One source of truth.

CRM defined end-to-end. Inventory and order systems integrated with the storefront for real-time stock and accurate reporting. The internal team stopped chasing data across tools.

CRM design Inventory sync Order integration Sales process
04 Enablement & launch Launch

Buy-in across every department.

Documentation, training, and a content / SEO foundation for long-term organic growth. Sales, marketing, purchasing, and accounting all aligned on the new system before launch.

Training Documentation Content framework SEO foundation

The evidence.

Same component, two flavours Data when the story is in the numbers. Design when it's in the work itself. One, the other, or both.
Evidence A · Design Identity · platform · catalogue
Phased delivery · Discovery to launch
Anglers Resource homepage. Premium Components. Proven Results. Personal Partnership.
Homepage · brand-led B2B hero
Anglers Resource wholesale catalogue spread. Guides and reel seats
Catalogue · wholesale ordering for tackle shops, repair stations, rod builders
Anglers Resource product page. Heavy Boat Rod Guide with size, frame, and material variants
PDP · variant logic for size · frame · ring material
Homepage, wholesale catalogue, and product detail
“
This project fundamentally changed how our business operates. What started as a website quickly became a complete rethink of our sales, inventory, and customer processes. Proud Brands challenged us, guided us, and built a system that actually fits how we work.
Bill Falconer Owner
Anglers Resource LLC Partner since 2023

The results.

Numbers, plus the wins that don't fit a number Operational outcomes, not vanity metrics
PLATFORM One unified digital platform Website, sales, inventory, and reporting aligned end-to-end.
CATALOGUE Thousands of SKUs, searchable Filterable, scalable catalogue built for B2B reality.
SALES EFFORT Manual sales effort reduced Customers self-serve orders and tracking. Sales team back on the work that matters.
INVENTORY Real-time visibility Fewer errors, better purchasing decisions, accurate stock at every PDP.
BUY-IN Aligned cross-department Sales, marketing, purchasing, and accounting all on the same system.
FOUNDATION Built to scale Future-ready platform. No re-platforming required to grow.

More partners.

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Pillar 03 · Trust

The Peacock Country Inn.

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Brand · Web · Booking · Photography→

Ready to rebuild how your business works?

If your website, systems, and sales process don't talk to each other, you're carrying invisible cost. A 30 minute call before any work starts. Sean takes the call.

Start the conversation→ See more partners→
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