ABM
ABM sees a world where connected systems create thriving spaces.
Where others see a facility, ABM sees possibility.
ABM Industries (NYSE: ABM), a longstanding leader in facility services, had evolved far beyond their origins in janitorial services. The company was innovating in engineering, sustainability solutions, infrastructure, and advanced facility management—but their digital presence still portrayed them primarily as a janitorial provider. To support their new brand platform, "Driving Possibility, Together," ABM needed a modern digital experience that accurately represented their expanded capabilities, innovation, and commitment to sustainability.
Telling ABM’s True Story
We recognized the need to shift perceptions decisively. The goal wasn't merely aesthetic improvement—it was strategically repositioning ABM as an industry innovator through intentional storytelling and user-focused design.We started by developing a modular digital experience in Webflow, allowing ABM to showcase targeted narratives across diverse sectors such as aviation, education, healthcare, and commercial real estate. This flexible design system balanced extensive service information with clarity, guiding users intuitively through ABM’s expansive capabilities without overwhelming them.
The impact
$200M
in new pipeline generated post-site launch
$25K
In Monthly Cost Savings
3 hours
vs. 3 weeks to publish content
Designing for Impact and Usability
ABM’s comprehensive suite of services required a website that could balance depth with accessibility. Rather than overwhelming users with exhaustive lists, Whiteboard used strategic storytelling and dynamic design to create an experience that engaged and educated. Built in Webflow, the site’s modular design system ensures scalability, allowing ABM to evolve its content seamlessly while maintaining consistency across its U.S., UK, and Ireland sites.
The launch of ABM Perspectives, a digital hub featuring industry insights, best practices, and case studies, further solidified ABM as a thought leader. This initiative brought their brand promise to life, helping clients navigate industry trends and envision new possibilities for their own facilities.
Empowering countless teams
With over 100,000 employees across multiple global markets, ABM required internal solutions to enhance agility and productivity. Whiteboard introduced an intuitive landing page builder, empowering ABM’s internal marketing and operations teams to quickly create and manage content without technical barriers. The result: content creation cycles shortened from weeks to hours, enabling ABM to respond rapidly to market opportunities and maintain brand consistency internationally.
A Website that Champions People
ABM’s brand is fundamentally about collaboration—with clients, communities, and employees. We embedded this ethos throughout the digital experience, prominently featuring authentic stories of ABM’s workforce. Real employees—from sustainability engineers to frontline facility managers—brought the company’s commitment to people and diversity to life, grounding ABM’s innovation in tangible human experiences.
A Digital Presence Reflecting Reality
Since launching the redesigned digital platform, ABM has successfully realigned public perception with its true industry leadership. User engagement has notably increased, internal teams have gained critical agility, and the brand’s reputation as an innovator in modern facility management and sustainability continues to grow. Today, ABM’s website actively drives its evolution, clearly communicating that ABM is not just maintaining facilities—they are transforming them into smarter, more resilient environments for the future.
