Introduction

AM-Team provides advanced modelling services and digital twin solutions for the global water industry. Their technology and expertise help design, optimise, and digitalise treatment plants around the world, with over 150 plants supported in more than 20 countries and growing recognition through awards like the De Tijd Changemaker Award.

But while their work accelerated, their digital presence stayed behind. The previous website and visual identity no longer reflected who they had become. It was difficult to update, technically limiting, and not showcasing the scale or quality of their achievements. AM-Team turned to SKROL to realign their brand, rebuild their website, and put a robust system in place that their team could own.

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Situation

AM-Team operates in a highly specialised, technical domain. Their solutions are niche, the impact is significant, and the audience ranges from operational experts to strategic decision-makers. The challenge: explain complex, simulation-based services in a way that feels accessible, credible, and relevant, without oversimplifying.

Their existing website made that job harder instead of easier. Content was difficult to maintain, updates required external support, and the structure did not help visitors navigate from problem to solution. Most importantly, it didn’t reflect AM-Team’s trajectory: global projects, award-winning work, and a growing role in shaping the future of the water sector.

The objectives for the new website were clear: create a brand and website that communicate their expertise with confidence, support their commercial process, and give the internal team full control over content.

Our Role

We partnered with AM-Team on both brand and website: refining the visual identity, restructuring the website, translating complex content into a clear story, and building a scalable Webflow setup backed by a design system and CMS structure their team can manage independently.

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Our Approach

We started by understanding AM-Team’s world: their technology, audiences, and the decision-making context around water treatment and digital twins. Instead of simply “making things prettier,” we first focused on structure and clarity. The question was: how do we guide a visitor from high-level challenges in water treatment to concrete AM-Team solutions, without losing them in technical detail?

From that foundation, we designed a system. Every decision in branding, UX, content, and Webflow implementation was made to support scalability. The result is an identity and platform that can grow with AM-Team’s story: new projects, new tools, new markets, all manageable within one coherent framework.

Our solution

UX & structure

‍We redefined the sitemap and information architecture: challenges, proof, solutions. The new structure separates core service lines, showcases impactful projects and results, and creates clear journeys for different types of visitors, from utility operators to innovation leads and partners. Complex topics such as modelling, digital twins, and process optimisation are broken down into understandable sections without diluting their depth.

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Visual direction & UI

The updated visual identity needed to feel calm, precise, and authoritative — in line with AM-Team’s role in a critical infrastructure sector.We built a visual language based on subtle depth, structured layouts, and a refined blue palette that connects naturally to water without slipping into clichés. Typography and spacing are deliberately clean, supporting long-form, technical content while remaining readable and approachable. The same direction extends beyond the website into scalable PowerPoint and Word templates, so AM-Team presents one consistent story across all touchpoints.

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Design system in Figma

All core elements were captured in a Figma design system: colours, typography, grids, components, content modules, and interaction patterns. This gives the team a shared source of truth for future iterations, new pages, campaigns, or materials can be built from a stable, on-brand library instead of starting from scratch.

Webflow development

In Webflow, we translated the design system into a robust, component-based build.Layouts are responsive across all breakpoints, with a logical class structure that keeps the project maintainable over time. Recurring sections such as hero blocks, service overviews, insights, and calls-to-action are built as reusable components. When AM-Team needs to launch a new page or highlight a new initiative, they can assemble it from existing building blocks without design or development overhead.

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CMS & content management

We configured the Webflow CMS to match AM-Team’s content reality: use cases, projects, resources, and other recurring content types are structured so they can be created and updated quickly.Clear field names, inline descriptions, and consistent patterns reduce the risk of layout breaks and make it easy for the team to keep the site fresh. Instead of fighting an old system, AM-Team now has a CMS that supports their growth and storytelling.

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SEO & performance

Alongside the rebuild, we focused on a healthy technical foundation. Assets were optimised to keep loading times low. The new structure, meta information, and headings were set up to be understandable for both users and search engines. Redirects and tracking were prepared so the transition from the old site didn’t compromise existing visibility.

Launch, training & support

After testing across devices, flows, and forms, we moved through launch in a controlled way. We implemented the new setup, verified key paths, and ensured everything behaved as expected.

To make sure the new system was not just technically sound but practically usable, we provided hands-on Webflow training. The AM-Team marketing and communications team learned how to manage content, work with components, and roll out new pages while keeping the brand consistent, giving them independence instead of ongoing dependency.

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Results & impact

The new AM-Team brand and website finally match the calibre of their work. Their expertise and track record are easier to understand at a glance, while deeper technical content is structured in a way that supports serious evaluation.

Internally, the team now has full control. They can respond faster to opportunities, update cases and references, and support sales conversations with a platform that is clear, credible, and easy to extend. The site is no longer a limitation; it has become an asset in how AM-Team communicates its role in the global water industry.