When FieldRoutes was acquired by ServiceTitan in 2022, the opportunity extended beyond product expansion. ServiceTitan set out to unify its portfolio of web properties, bringing consistency to design, tech stack, and marketing operations. That meant creating a shared digital foundation that could support independent brands while aligning them with a broader enterprise strategy.
Later that year, Webstacks partnered with FieldRoutes to lead a full redesign and front-end rebuild. Our goal was to bring FieldRoutes onto the same composable architecture and design system already powering ServiceTitan’s web presence. This approach would streamline ongoing maintenance, accelerate page creation, and create a more cohesive experience across the ServiceTitan ecosystem.
We began with a structured design discovery process to clarify the brand’s visual identity and future direction. Through collaborative workshops, a word association exercise, and a curated moodboard, we helped the FieldRoutes team define how the brand should present itself online—professional, modern, and credible, while still feeling approachable. These insights laid the groundwork for every subsequent design decision.
From there, we implemented a modular design system grounded in atomic design principles. Many of the same components, patterns, and content structures used across ServiceTitan's site were brought into FieldRoutes’ system, creating consistency at the brand level and operational efficiency behind the scenes.
This alignment allowed both teams to move faster, reuse components intelligently, and manage design at scale. With refined typography, improved layout hierarchy, and a cleaner, enterprise-ready aesthetic, the FieldRoutes interface now reflects a more modern, trustworthy brand built for growth.
The redesign spanned a wide range of high-impact pages, including the homepage, paid media landing pages, and a full library of content templates for blogs, case studies, and other thought leadership assets
Like ServiceTitan, FieldRoutes was focused on building a scalable content engine to support long-term growth. With shared goals and a common strategy, both teams were operating from the same playbook—prioritizing systems that could accelerate publishing, support SEO, and drive lead generation at scale.
On the development side, we migrated the site to Contentful, which was the same headless CMS used across ServiceTitan’s web ecosystem. This enabled more efficient content operations, faster iteration cycles, and easier handoff between teams. Content models were intentionally structured to mirror those used by ServiceTitan, making it easy for developers and content editors across both teams to navigate, contribute, and scale efficiently.
FieldRoutes now operates on a scalable web foundation that reflects its brand, serves its content needs, and integrates smoothly into ServiceTitan’s broader web operations and marketing systems. The outcome was a long-term investment in design and infrastructure that empowers both independence and alignment.
