Designed and developed correctly, a website is more than a marketing tool; it’s a brand asset that benefits all marcomm efforts and increases profitability for years to come. That type of website requires business intelligence, brand strategy, audience insight, and the specialized skills of a team of experienced designers, writers, and developers. That’s why True Residential came to MarketPlace, and that’s what we delivered.


True Residential is a division of True Manufacturing, the global leader in commercial refrigeration products. True Residential’s product line, True Professional Series undercounter refrigerators, benefits from the heritage of their parent company, so while their products work for them, their website was actually working against them. Due to less-than-ideal site architecture and little search-friendly or valuable content, their search engine visibility suffered greatly, and their visual branding didn’t fully reflect the premium nature of their line.

With an ideation session, website audit, and goals assessment, we got to work creating for True an online presence that works for them, increasing visibility in a competitive market and reflecting the quality not only of their products but also of their brand.

Social Media Strategy


Coordinated and led onsite ideation sessions to inform development

Brand Strategy


Produced insight from both client-provided intelligence and original research

Brand Development


Updated brand visuals, including color and typography, in concept phase

Website Development


Comprehensive, custom, modular site and template design for all screens

Brand and Product architecture


Streamlined product nomenclature and file structure for ease of access

UI/UX Design


Responsive site architecture, design, development, and implementation

Content Creation


Conceived, wrote, and designed original content and updated brand messaging

Sales Tools and POS


Optimized site to enable continual content and improved search ranking

True Residential website case study
content marketing writing
refrigerator drawer promo
refrigerator marketing
promotional imagery


What started with a discussion about content marketing turned into an analysis of their website, which was proving inefficient to update, unfriendly to search engines, and difficult to use for specifiers looking for the resources they need to help sell True to their customers. With the equity of the parent brand behind them and a legitimately incredible product line, they could say that their website was actually hindering success. Together, we worked to plan and then develop a website that addressed all of their concerns.

The website project has proved to be successful on many fronts. We always say that a website is an investment, and this case is a great example of that. Not only is True seeing desired behavior on the website increase, they’ve also used our visual brand updates as assets, incorporating them across their marcomm portfolio, from trade show collateral to corporate brochures.

In the end, we gave them both what they wanted and what their brand deserved: a website that reflects the heritage of the company, the quality of the products, and the good taste of the consumers who fall in love with True Professional Series refrigerators.

Have questions about our work with True? Want to know more about the results? Give us a call today—we’d love to talk.


  • Ideation Session and Brand Audit
  • Industry/Category Analysis
  • Market Research and Cultural Analysis
  • Brand and Marketing Strategy
  • Content Design and Development
  • Web Design and Development
  • UI/UX
  • SEO
  • Infographics
  • Web Maintenance

It’s one thing to read about brand and web work, but it’s another to experience it in its proper context.

We hope you’ll visit the True Residential site and share it with your friends, especially those in the market for gorgeous, quality refrigeration.