Decoupling during rebrand
How Velociteach’s rebrand led to a smarter, split-site strategy
We built Velociteach’s site a decade ago and helped grow it. Over time, it grew into a complex system with e-commerce, LMS integrations, and a custom block library. When they rebranded with a fresh aesthetic, it became clear the old site couldn’t keep up. They needed a faster, modern platform built for marketing velocity, without tearing down the engine that ran their business.
The problem
Velociteach was ready to go big on marketing, but their website wasn’t ready to go with them.
This wasn’t a small tweak. Their brand had matured, but their site structure hadn’t kept up. Here’s what we were up against:
- Outdated CMS: WP Bakery was once cutting-edge—now it was slowing down content work.
- Coupled systems: The marketing site and e-commerce backend were tightly fused. Touch one part, risk the other.
- New energy, old shell: The brand had evolved, but the site still carried the weight of a previous decade.
They didn’t just need a redesign: they needed to rethink how their site was structured.
The Shift
We decided to break the site into two.
Not as a shortcut. As a strategy.
What stayed:
Their e-commerce system—built with WooCommerce and tied to a custom LMS—stayed right where it was. Rebuilding that from scratch would’ve been an expensive, time-heavy move with little upside.
What changed:
We pulled all their marketing content—ads, landing pages, podcast archive, blog, long-form brand story—into a brand-new site, built on modern WordPress block architecture. Faster, leaner, and fully aligned with their rebrand.
The build:
The new marketing site was designed from scratch to convert:
- Custom block library: Structured, reusable elements the internal team could use without breaking things
- Content hubs: Dedicated sections for their blog and podcast
- Smart linking: Seamless handoff from the marketing site to the store via dynamic product links
And while the e-commerce backend didn’t get a full rebuild, we still gave it a visual tune-up—matching fonts, colors, header/footer components—so customers barely notice they’re crossing into a subdomain.
If your brand is evolving but your tech stack is tangled, there’s a smarter way forward. You don’t need to burn it all down. You just need to know where to draw the line—and how to rebuild the parts that matter.
If your team’s ready to move fast but your website isn’t, let’s talk. We specialize in building systems that support speed, scale, and smart decisions.