How We Consolidated 5 Sites and Launched a New Association Brand
Sandstorm launched the new MEMA brand experience on a scalable, custom Drupal implementation to better reflect the organization’s current identity and future direction.
MEMA (the Motor Equipment Manufacturers Association) represents the largest manufacturing sector in the United States, the vehicle supplier industry, with more than 4.8 million jobs.
MEMA partnered with Sandstorm to create a new digital experience that converged its four divisions under one umbrella organization with two distinct membership groups: MEMA Aftermarket Suppliers and MEMA Original Equipment Suppliers.
MEMA needed to create one unified digital experience while being sensitive to:
- Each legacy site had its own branding, structure, and audience expectations.
- Members were concerned about losing their sense of “home” in the new ecosystem.
- On top of that, the brand launch timeline moved up, intensifying pressure on the project.
The project had to support MEMA’s strategic shift while addressing a wide range of member needs:
- Creating a single, user-friendly platform that served all member groups
- Delivering personalized content and functionality for distinct market segments
- Launching on schedule alongside MEMA’s new brand identity without compromising quality or user experience
Using an agile, collaborative, and iterative process, we could work on the site while the rebrand was still in development:
- Conducted user research and usability studies to guide personalization strategy and interface design
- Identified MVP features for launch and created a roadmap for post-launch enhancements
- Designed a flexible Drupal install using Layout Builder to support dynamic page types and evolving content needs
We launched a modern, scalable, and unified platform:
- Built a flexible content structure and unified taxonomy to simplify complex content management
- Introduced personalized homepage CTAs and alerts based on Salesforce data and member type
- Met the accelerated launch date while prioritizing the most valuable features and allowing for continued post-launch iteration
-
The redesigned mema.org delivers tailored content, streamlined navigation, and modern design across devices.
