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Krueger International (KI)

Partnership Overview

What started as a 30-day CMS migration has blossomed into a fulfilling partnership of platform management, digital marketing, strategic guidance, and so much more.


KI, a contract furniture company, manufactures innovative furniture and movable wall system solutions for educational, university, workplace, and government markets.

They differentiate themselves in the global marketplace by personalizing products and service solutions to each customer’s specific needs through their unique design and “Market of One” manufacturing philosophy.

Two white modern chairs in a lobby with the KI logo on the wall behind them

A Client-First Approach

KI believes that knowing their customers will help serve them better.

They listen. They observe. They understand that each customer has unique needs. At Diagram, we couldn’t agree more. From the beginning of our partnership over 10 years ago, we have made it our mission to understand KI’s customers, competitive marketplace, manufacturing process, data systems, and culture.

Over the course of our partnership, we have taken the time to get to know the individuals and processes that drive KI’s business, including marketing, sales, IT, manufacturing, human resources, technology partners, designers, and customers. With a shared vision, we continually offer strategic solutions that improve and expand KI’s global digital footprint.

A man and woman collaborating in a conference room with modern red chairs

Growing Together

KI initially approached Diagram because they were struggling to launch their site on a new Content Management System (CMS) platform.

Their site had significant performance issues and they needed to go live in less than 30 days. Diagram accepted the challenge, reworked the entire code base to streamline data flows, improved speed, and met the critical go-live date.

Our philosophy has been the same since that initial project: We do whatever it takes to help KI achieve its business goals. Over the years, this relationship has grown and expanded to include platform migrations, microsite systems, SEO/SEM, digital marketing, and more. As an extension of the KI technical and marketing teams, we provide both strategic guidance and daily support on all digital initiatives.

Two women in a conference room having a discussion

Roadmap for Digital Acceleration

Like plenty of organizations, KI faced many digital challenges due to legacy data systems and an outdated technology stack.

Recognizing that change does not happen quickly, Diagram has partnered with KI to architect and implement a multi-year strategic and technical roadmap to move their digital programs forward including:


Two Platform Migrations

Zero downtime and zero negative SEO impact


Microsite System with Global Properties


Custom Middleware Application

For management of product data


Custom Digital Asset Management

Custom integration for Digital Asset Management (DAM) system


3D Rendering Support

UI/UX support for 3D rendering application(s)


Unification of Web Platforms

Onto Optimizely/Episerver DXP


Unification of Web Hosting Infrastructure

On Microsoft Azure


User Research, Analytics, and Monthly Reporting


SEM Strategy and Management

Including organic search (SEO), paid advertising (PPC), and optimization (CRO)


Paid and Organic Social Strategy


Training and Curated Workshops

You simplify all the complicated stuff; you keep us on track and have helped move our whole web program ahead in amazing ways. We’re so grateful to have you as a partner.

Angela Koltz, Integrated Marketing Communications Manager, KI