Fusion Worldwide
Mapping a multi-layered digital journey
Background
Fusion Worldwide is a leading independent distributor of electronic components, helping businesses of all sizes source hard-to-find parts essential to their production lines. Along with global sourcing capabilities, Fusion offers end-to-end supply chain solutions trusted by manufacturers and buyers across industries.
Since 2023, Big Human has partnered with Fusion Worldwide to elevate its digital presence and brand positioning. Over the past two years, we’ve launched a new corporate website, a full-scale e-Commerce platform, and a refreshed brand identity — culminating in Fusion’s bold public debut at the industry’s largest event, electronica.
Overview
Fusion Worldwide engaged Big Human for a comprehensive rebrand and digital transformation. As its creative agency, we redesigned its corporate website, launched a full-scale e-Commerce platform, evolved its brand identity, and developed integrated marketing efforts to position Fusion as a global authority in component resourcing.
That work came to life at electronica 2024, where Fusion debuted its new platform and brand on the world stage. With high-impact creative, a cohesive content strategy, and interactive booth installations (including an F1 race car simulator and an AI-powered photo booth) Fusion stood out in a sea of competitors — and drove real results.
The Fusion Worldwide and Big Human collaboration continues into 2025 with ongoing website maintenance, feature development, and new marketing initiatives.
- Strategy
- Branding
- Product Design
- Content Strategy
- Editorial & Creative Direction
- Development
- Photography
- eCommerce
“We couldn’t have done this without Big Human’s support, one of the best creative agencies I've ever worked with.” - Kate Haughton, Senior Vice President of Global Marketing and e-Commerce
From the Client
Branding
Modernizing a legacy brand
Fusion’s brand renovation needed to honor its 20-year legacy while embracing the future. To reflect the company’s new tagline, “Out in Front,” we retained heritage elements like the logo and fonts but modernized key visuals. We electrified Fusion’s signature green and introduced a bold, differentiated secondary palette — a striking contrast to the black-and-white aesthetic common in the field.
Each color serves a purpose: blue for services, lime for industries, green for quality, and purple for company culture. We added graphic elements to break up longer text sections and draw from the shapes and lines of electronic components themselves. The supporting graphics drew inspiration from different elements of Fusion’s history and the electronic components it sources, indexing on their shapes and lines.
Fusion planned for more photography on the website, so we flexed our skills as creative directors and producers. We defined the brand’s visual style, created guidelines, and led creative direction for shoots at their Boston HQ and Haverhill quality facility — capturing people, culture, and product in a cohesive system.
The new look culminated in a brand anthem video, produced by Big Human — from script to animation — to communicate Fusion’s story across web, social, and ads.
Product Design
Anchoring content to subtle visual cues
We designed the site with a modular system: templatized layouts and reusable components that Fusion’s team can scale confidently. To prevent the website from feeling one-dimensional, we used Fusion’s iconography and the secondary color palette to create distinctions between content pillars. Subtle scrolling animations spotlighted key facts and added dynamism.
The new website expanded from 14 to nearly 70 pages. Alongside the increased content, we revamped search functionality, overhauled navigation, and improved flows for sign-up, sign-in, and checkout — all while reinforcing SEO and storytelling.
SEO & Copywriting
Preserving the technical DNA in reader-friendly copy
Our task was to translate technical information into SEO-rich, reader-friendly website copy. We prioritized clarity and comprehension for new users — all while staying true to the Fusion brand.
Rather than overload pages with keywords, we strategically placed high-value terms in meta descriptions, titles, page titles, alt text, and product descriptions. All of this is supported by internal linking and crawl-friendly structure, helping users easily discover related content and improving Fusion’s crawl efficiency.
Development
Safeguarding a cohesive site build
To ensure consistency and manageability, our engineers established a centralized code base. We used Vercel, Next.js, and WebJS to code a fully responsive website, and Algolia and Azure Cognitive Search to power a fast, intuitive search experience. The tail-end of our project featured an extensive QA phase to ensure optimum performance post-launch.
electronica 2024 - Branding
Taking the brand global
Fusion’s debut at electronica, the industry’s largest event, wasn’t just a booth — it was a brand moment. Originally scoped to raise awareness and drive foot traffic, our work evolved into a full-scale immersive experience that introduced the company’s new e-Commerce platform to a global audience.
electronica 2024 - Content Strategy
Crafting the brand story
Our goal was to develop messaging that was clear, compelling, and fast to land. We anchored the campaign around Out in Front, infusing it with value propositions tailored to each context — from Fusion’s supply chain advantage to its new digital capabilities.
We spotlighted three key benefits: more control, greater visibility, and faster sourcing — the last of which tied neatly to the booth’s racing theme. We also layered in playful, energetic lines that invited visitors to interact (whether for a photo at the AI booth, a test drive in the race simulator, or a drink at happy hour).
The result? A cohesive messaging system that didn’t just meet the brief — it elevated it. We built a strategy that pulled people in with winning hooks and kept them engaged with clear, confident, action-driven content at every touchpoint.
electronica 2024 - Design
Turning vision into visuals
We extended the strategy into physical design — from digital placements to venue stickers and large-scale booth installations. The experience was interactive, immersive, and cohesive, with bold moments of discovery across 3D cubes, branded staircases, and experiential zones. For platform visuals, our team balanced creativity with compliance, building sleek, accurate mockups that didn’t expose proprietary details.
Motion played a key role in all of our displays. Just as we’d used it to energize Fusion’s website, we knew video and animated content would help Fusion stand out in a sea of static displays. We produced eight video spots that showcased the updated branding and new e-Commerce platform — designed for quick, clear impact to engage passersby.
Results
From rebrand to ROI
The results? Fusion’s brand — and booth — made waves, pushing 70 new signups on the e-Commerce platform during the event.