Case Study / Wholesale Website + Rebrand Support
Strengthening a Wholesale Website and Carrying a Rebrand Across Digital and Creative Assets
A long-term website support and brand rollout project for American Native Plants that improved wholesale catalog usability, quoting functionality, account-based visibility, and visual consistency across the website, video, and related creative assets.
More than maintenance — a stronger wholesale website and brand foundation.
American Native Plants needed more than basic website maintenance. After inheriting a wholesale catalog site that lacked the support and functionality the business needed, Vertical Insite helped improve the website as a practical business tool for wholesale customers.
The work included improvements to quote requests, account access, pricing visibility, catalog management, product filtering, and front-end usability. Later, when the company rebranded, the website was updated to reflect the new identity across colors, logos, styling, imagery, favicon updates, and responsive presentation.
The relationship also extended into creative support, including video editing for the website, YouTube, and trade shows, along with related creative assets for sister company Direct Native Plants.
A wholesale business needed a website that worked more like its operation.
When Vertical Insite began working with American Native Plants in 2019, the company already had a wholesale website, but it was no longer getting the support it needed from its previous provider.
The site needed technical improvements and more thoughtful functionality to better support wholesale customers. It also needed to create a clearer distinction between wholesale and retail experiences, especially around quoting, account access, catalog browsing, and pricing visibility.
- The wholesale and retail experiences needed clearer separation
- Customers needed a better way to request quotes for larger orders
- Pricing visibility needed to change based on account status
- The catalog needed stronger filtering, search, and quantity visibility
- The business needed more control over catalog updates and product data
- The later rebrand needed to carry consistently across the website and supporting assets
Improve usability, control, and brand consistency over time.
- Strengthen the wholesale customer experience
- Improve request-a-quote functionality and account request pathways
- Support account-based pricing visibility and discount handling
- Improve catalog browsing with search, filtering, and quantity visibility
- Give the business a more efficient way to manage product catalog data
- Carry the 2025 rebrand across the website, video assets, and related creative materials
Start with business functionality, then build toward brand continuity.
The work began by addressing the practical needs of the wholesale business. The goal was to make the site more usable for customers while giving American Native Plants more control over catalog management and customer-specific pricing visibility.
That meant improving how customers moved through the site, how they requested quotes, how accounts were handled, and how product information could be maintained and updated.
Over time, the strategy expanded beyond functionality into brand consistency. When the 2025 rebrand happened, the focus shifted to making sure the new identity carried through the website, video assets, and supporting promotional materials in a way that felt cohesive rather than pieced together.
“The work had to support both sides of the business: the practical wholesale operation and the evolving brand presence.”
A wholesale catalog experience strengthened across functionality, usability, and brand presentation.
Over several years, Vertical Insite helped American Native Plants enhance the site in ways that better supported both business operations and customer experience.
- Improved the distinction between wholesale and retail customer experiences
- Implemented Request a Quote functionality tailored to wholesale buyers
- Added account request functionality for wholesale customers
- Supported pricing visibility rules based on customer type and login status
- Allowed logged-in account holders to see pricing while guest users could browse availability without viewing wholesale pricing
- Expanded catalog usability with advanced filtering and search
- Added quantity fields on product pages and quantity visibility in category browsing
- Added CSV upload functionality to update and override product catalog data
- Supported account-based pricing and discount handling
In 2025, the project entered a new phase when American Native Plants rebranded. The website was updated to better match the new identity, including top bar colors, logo changes, button colors, background colors, font colors, favicon updates, footer location updates, screened background logo treatments, image updates, and responsive refinements.
The work also extended beyond the website. Raw video footage was edited into branded assets with the new logo and music for use on the website, YouTube, and at trade shows. Related creative support also extended to Direct Native Plants, including branded video ads, still ads, a planting guide, and gift card designs.
A more functional wholesale website and a more consistent brand presence.
Ongoing support began with website functionality improvements and later expanded into rebrand rollout, video editing, and related creative support.
The American Native Plants website became better aligned with how wholesale customers actually shop and inquire. The site now supports quote requests, account creation, filtered catalog browsing, pricing visibility rules, and easier product data updates.
The later rebrand work helped the company carry its updated visual identity more consistently across the website and supporting media. Just as importantly, the relationship filled a support gap, giving the company an ongoing partner who could continue improving the site as operational and branding needs changed over time.
“The site became a stronger wholesale tool while the brand became more consistent across digital and creative touchpoints.”
Video + Brand Support
Extending the rebrand beyond the website.
As part of the broader brand rollout, American Native Plants’ raw video footage was edited into branded assets with updated logo treatment and music for use on the website, YouTube, and trade shows.
This helped the refreshed identity show up more consistently across the places customers, partners, and trade show audiences encountered the brand.
What This Made Possible
A wholesale website that better supports customers, operations, and a growing brand.
Clearer Wholesale Experience
The site better separates wholesale and retail pathways, helping customers understand how to browse, inquire, and request access.
Better Quote Requests
Wholesale buyers gained a clearer request-a-quote process designed around larger orders and business purchasing behavior.
Account-Based Visibility
Pricing and discount visibility could be managed based on customer type, login status, and wholesale account access.
Improved Catalog Usability
Search, filtering, quantity fields, and category-level quantity visibility made it easier for wholesale customers to browse availability.
More Flexible Catalog Management
CSV upload functionality gave the business a more direct way to manage product categories, plant names, and quantities.
Stronger Brand Continuity
The rebrand carried across website styling, visuals, favicon updates, responsive presentation, video assets, and related creative materials.
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