Web Design

Build a digital ecosystem that creates cohesiveness and makes connections.

Continental Services is Michigan’s largest independent food management company. It’s known for the innovative dining, refreshment services and event brands such as Forte Belanger Catering (the nation’s top caterer), Infinity and Ovation Cruise Lines, Market 24/7 and the Waterview Loft at Port Detroit.

When Continental Services came to Octane Design, they were looking for a way to organize and build a digital ecosystem that would unify the Continental brand and merge its different business units into a cohesive family of companies. We designed the parent company site for Continental Services and then deployed sites for four of their individual companies: Forte Belanger (which won the coveted Ace Award as the nation’s top caterer in 2016), Market 24/7 and Waterview Loft.

With so many partners, stakeholders and businesses involved, we had to implement an organized and deliberate project management approach to ensure the client was in the know and engaged as part of our team — especially when it came to status updates and problem resolution for the project’s many constantly moving parts.

We built the four individual company websites from the ground up using existing brand guides to develop their identities. We worked with Continental's internal design team to organize and define the sites to ensure each had their own persona but also worked coherently within the overall brand family. In tandem, we also created the overarching Continental Services website (, which tells the company story and links to the individual brands. In additional to the sites' development, Octane Design provided art direction for all elements of the five-part website project.

This was a collaborative effort that was rewarding not only for the Continental team, but for all the partners involved: Octane Design (web/UX/UI interactive design), iwerk (development, project management) and elementH Solutions (digital strategy, SEO/SEM).

Utilizing consistency in voice and design, we launched the Forte Belanger site first in early 2016. The remaining sites were launched by Q2 2017.

Continental | Forte Belanger | Market 24-7 | Waterview Loft

If you would like to take a more unconventional approach with your next website design or want to gain a clearer sense of your audience, contact us.

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