One Month, One Rebrand, One Very Fast Website: Launching Spring Global
Spring Global needed a new site to match a new name and a new platform story. The rebrand was still in progress, and the internal deadline was one month. We worked with Angry Bovine — who was driving the rebrand — on strategy, architecture, and a full custom WordPress build.
On paper, one month is a tight timeline for a project like this. In practice, it's a forcing function that burns away everything that doesn't matter.
Who Spring Is
Spring (formerly Spring Global) has spent two decades embedded in CPG distribution — working with brands like Coca-Cola, Red Bull, and Unilever to power the field teams that actually move product. The rebrand marks an evolution: from sales force automation software to a full AI-native Field Intelligence Platform built around real-time coaching, agentic AI, and rapid deployment. Their tagline says it clearly: *Field Intelligence in Motion™*.
The new site had to reflect that ambition while keeping the enterprise credibility they'd built over 20+ years.
The Constraint That Defined Everything
The biggest challenge on this project wasn't technical — it was sequencing. The rebrand was happening in parallel with the build. That meant visual assets, copy, and design direction were being created at the same time we were architecting the site and building the theme. There was no "hand us the finished assets and we'll build" moment. It was daily back-and-forth with Angry Bovine throughout, aligning on direction in real time and building to a moving target.
That kind of collaboration only works when there's real trust between teams. Angry Bovine and I have worked together long enough to skip the handoff formalities and just build — which is exactly what this timeline required.
What We Built
The deliverables were strategy, architecture, planning, and full execution on a custom WordPress theme — built to the new brand system as it was being finalized.
On the integration side, we connected the site to HubSpot for forms and CRM sync, so lead capture flows directly into their sales pipeline without manual handoff. For a company that exists to eliminate operational friction for their clients, that kind of clean data flow had to be true on their own site too.
The result is a site that works as a marketing and sales tool, not just a digital brochure.
Two Weeks In
The site launched in February 2026, timed with Spring's brand announcement. Two weeks out, organic traffic was up over 600% compared to historical baseline.
Some of that is the brand announcement itself. But a site that's well-architected, fast, and clearly communicates what a company does earns search visibility differently than one that was built around the old positioning. The content structure, the messaging hierarchy, and the technical foundation all do real work in those numbers.
The Part Worth Noting
Projects like this tend to get described in portfolio terms: "full redesign, custom theme, CRM integration, delivered on time." That framing is accurate and also misses the point.
The interesting part is what it takes to pull off a one-month build during an active rebrand — where the assets don't exist yet, the brand direction is live and evolving, and the deadline isn't soft. It requires a team that can make decisions quickly, communicate constantly, and tolerate a certain amount of productive ambiguity without losing momentum.
Spring had that on their side. Angry Bovine brought the design discipline. We handled the rest.
