One seamless brand experience to bridge retail and commercial journeys

The Challenge

As a global leader in cooling solutions, Carrier Philippines needed to unify the gap between its retail (B2C) and commercial (B2B) audiences. With two separate websites causing fragmented user journeys. We created a single, seamless platform that serves all customer groups: homeowners, small businesses, and enterprise clients—each targeted by vastly different product types and service opportunities.

Our Approach

Home and Business at a Glance

An audit of the retail and commercial sites uncovered that while their requirements differed (e.g., a homeowner prioritizing quiet operation vs. a facility manager needing scalable maintenance plans), their end goals were either to purchase units or to find a repair service nearby.  
A unified platform with audience-specific entry points was created to capture various customer and client leads. Retail users select from different unit types, while commercial clients have prioritize selections based on capacity—this is all supplemented by a smart search function that also accounts for informal keywords (e.g., “mini” vs. “portable”), ensuring that customers can find what they need without knowing the technical jargon.

Strategic browsing experience


Consumer behavior for refrigerants reveal the importance of research and specifications. Our redesigned product detail page allows for the clear articulation of key features, product manual downloads, technical specs, inclusions, warranty information, and clear calls to action to purchase the unit or book a service need.

Situational photos balance Carrier’s credibility with approachability. Images of usage within homes and office spaces become contextual references for potential purchases. Reinforcing this narrative throughout the site are ice blue gradients and crisp whites to evoke cooling effects against the more organic imagery. 

Future-proofing the CMS

A headless CMS was engineered for editorial flexibility, allowing Carrier’s team to highlight seasonal campaigns (e.g., monsoon-ready units, air-purifying solutions, easy-to-install) or pivot between audiences without backend overhauls. This framework also allowed for long-term scalability and faster performance, further future-proofing the site for both users and the Carrier team.