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FB Australia

Modernising a Scientific Powerhouse » The FB Australia Digital Transformation

Fisher Biotec, a leading Australian distributor of high-quality diagnostic and research products, faced a pivotal moment in its 20-year history. With a brand evolution on the horizon, transitioning from the traditional ‘Fisher Biotec’ to the streamlined ‘FB Australia’, the company required a digital presence that reflected its modern status.

Organik Web was commissioned to design and build a sophisticated WordPress solution that not only facilitated this rebrand but also solved the immense technical challenge of displaying complex scientific equipment with hundreds of variable configurations. The result is a high-performance, user-centric platform that bridges the gap between technical excellence and digital accessibility.

The Challenge: Branding and Complexity

Organik Web identified three primary challenges that needed to be addressed to ensure the project’s success:

1. The Rebrand: From Fisher Biotec to FB Australia
The transition from Fisher Biotec to FB Australia was more than a name change; it was a strategic shift. The new website needed to act as the primary vehicle for this rebrand. It had to introduce the new visual identity—modern, clean, and professional—while maintaining the “Fisher Biotec” heritage to ensure long-term customers felt a sense of continuity.

2. Product Complexity and Variability
Unlike standard e-commerce or catalogue sites, scientific products are rarely “one-size-fits-all.” A single centrifuge or PCR machine might have dozens of variations based on voltage, capacity, rotor types, and software inclusions. The challenge was to create a product architecture that allowed users to navigate these complexities without feeling overwhelmed.

3. User Experience for the Scientific Community
Researchers and procurement officers are time-poor. They require technical specifications, downloadable MSDS (Material Safety Data Sheets), and manuals readily available. The site needed to function as a resource hub as much as a product catalogue.

The Solution: A Bespoke Digital Architecture

Organik Web approached the FB Australia project with a focus on “clean complexity” and hiding the technical heavy lifting behind a sleek, intuitive user interface.

Visual Identity & Rebrand Integration
The design team at Organik Web utilised a palette that reflected the sterile yet innovative nature of the biotech industry. By incorporating the new FB Australia logo and a high-contrast blue and white colour scheme, the site immediately feels authoritative. Large, high-quality imagery of laboratory environments was used to ground the brand in its real-world application.

Advanced Product Customisation Engine
To solve the “complex product” dilemma, Organik Web developed a custom product attribute system. Instead of cluttering the interface with endless individual product listings, we grouped products into families:

  • Variable Options: Using an advanced filtering system, users can select specific parameters (e.g., volume, speed, or temperature range) to see the exact product code relevant to their needs.
  • Request a Quote Integration: Given the high-value nature of the equipment, the site utilizes a “Request a Quote” (RFQ) functionality. This allows users to add various configurations to a “quote basket,” facilitating a seamless transition from digital browsing to B2B sales consultation.

Content Hierarchy and Resource Management
Recognising that scientific data is paramount, Organik Web built a robust “Resources” section. Every product page features tabbed content areas for:

>> Technical Specifications
>> Related Accessories (Cross-selling)
>> Downloadable PDF Brochures and Manuals
>> Instructional Videos

The Results: A New Benchmark in Biotech Digital Presence

The launch of the new FB Australia website marked a significant milestone for the company. The feedback from both the client and the scientific community has been overwhelmingly positive.

Seamless Rebrand: The transition from Fisher Biotec to FB Australia was executed without any loss in brand recognition or market share.

Improved Product Discovery: The new attribute-based filtering system reduced the time taken for users to find specific equipment configurations by an estimated 40%.

Increased Lead Generation: By simplifying the “Request a Quote” process and making technical data more accessible, the site has seen a marked increase in high-quality enquiries from research institutions.

Scalability: The new architecture allows FB Australia to easily add new product lines and brands as they continue to grow their distribution network.

The FB Australia project is a prime example of how Organik Web approaches complex B2B digital challenges. By combining high-end design with technical ingenuity, we transformed a traditional scientific catalogue into a modern, conversion-focused digital platform.

FB Australia now possesses a digital asset that matches the prestige of the products they distribute, a site that is as precise, reliable, and innovative as the scientific community they serve.

 

The results

Thank you to Chris, Tam and the whole FB Australia team for their colloboration and support throughout the project!

Check out the finished result below >>

FB Australia