Work · International Breeders’ Corp
A catalog that was 22 pictures of a slide deck.
International Breeders’ Corp represents rose breeders from around the world to growers in Colombia. We have handled their marketing and communications since 2025. This year we took on the website as well.
- Role
- Redesign · Rebuild
- Structure
- One page became six
- Catalog
- 50 varieties, 159 photographs
- Launched
- October 2026
The catalog was an image, not a catalog.
The site we took over was one page you had to scroll through about twenty-six screens to reach the bottom of. Most of that was the variety
catalog, and the catalog was 22 image files named page1.webp through
page22.webp, with alt text reading “Página 1” through
“Página 22”. It was a slide deck, exported as pictures and stacked down
the page.
Every variety name, every breeder code and every section heading was pixels. Searching the page’s own markup for “Standard Roses” or for any variety name returned nothing, because none of it was text. A grower who had been given a name and wanted to look it up could not find it, could not link to it, and could not select it to paste into an email.
The format also made small corrections expensive. A word set inside a picture cannot be edited on the site at any price. Changing one meant going back to the original deck, exporting it again, and replacing the images.
Structure
One page became six.
Every page below is shown at the same scale, so the heights compare directly.
Before
One page
After
Six pages
Each one has its own address, its own title and its own place in search.
The catalog is now a file they can edit.
The varieties are no longer pictures. They are data: 50 varieties across standard and spray, with 159 photographs between them, and a group for the ones that are coming but not yet released. Each variety carries its own name and its own set of images, and each opens into a gallery.
The file that holds them opens with a line explaining how to add one. Releasing a new variety no longer means re-exporting a deck and re-uploading 22 pictures. It means adding a few lines and dropping the photographs in beside them.
The site also gained the basics the old one never had: a sitemap and a robots file, both of which used to return 404, and a correct language declaration. The previous build announced itself as English while being written almost entirely in Spanish.
What we would still change.
The catalog is rendered in the browser rather than served as finished HTML. The variety names are real text once the page has run its script, which is what a visitor sees, but they are not in the file the server sends. Search engines generally run that script now, and the names are far more findable than they were as pixels. Serving them in the HTML would remove the dependency altogether, and it is the next thing we would do here.
The before shots were taken on the afternoon of 5 October 2026, hours before the old site was replaced. The whole previous build, including all 22 catalog images exactly as they were served, is archived.