MSIP is a world-class innovation hub in Dundee, bringing together businesses, researchers and industry to accelerate sustainable manufacturing, mobility and low-carbon technologies.
Project duration: January - February 2026
The Challenge
At the start of January, MSIP came to Due North with what initially seemed like a straightforward request.
Following a change in primary shareholding to Wilkie, Michelin Scotland Innovation Parc needed to update its name across the website and rebrand to MSIP.
On the surface, this looked like a simple update project. But as conversations unfolded, it became clear that the name change wasn’t the only challenge.
The existing website had long been a source of frustration. Key information was buried within downloadable PDFs. Updates were time-consuming. Important content wasn’t easily accessible. And the site wasn’t functioning as a proactive communication tool for the business.
Rather than simply replacing a name, we suggested something different: What if this was an opportunity to step back and rethink the entire website?
The Opportunity
A company buyout naturally brings change; new direction, new structure, new ambitions.
We encouraged Gill and Natalie at MSIP to see the rebrand as more than a cosmetic update and instead a strategic reset.
With the right investment and structure, their website could become:
- A central communication hub
- A clearer showcase of the park, its tenants and facilities
- An easier platform to manage internally
- A tool that actively supports growth and enquiries
MSIP agreed and with a tight deadline looming (the project needed to be delivered by the end of February), we moved quickly.
The Process
From first conversation to launch, the full project took just five weeks.
The working partnership between Natalie and Monica was central to its success. Through regular calls, collaborative working sessions and constant communication, the new website took shape quickly and efficiently.
At the same time, MSIP was navigating internal changes following the buyout, making clarity and simplicity essential.
Key elements of the rebuild included:
- Fully restructuring site navigation to improve usability
- Bringing essential information out of PDFs and onto live web pages
- Streamlining content to make it easier to find and manage
- Integrating the meeting room booking system
- Ensuring the platform was intuitive and future-proof
Our focus was to make the process as pain-free as possible for the MSIP team, removing complexity wherever we could and giving them more control by adding features they can update themselves later on.
The Outcome
In just five weeks, MSIP moved from a dated, oversized and difficult-to-manage site to a clear, professional and user-friendly digital platform that reflects the organisation today.
The new website now:
- Clearly represents the MSIP brand following the transition
- Makes key information accessible without relying on downloads
- Supports enquiries and engagement
- Feels modern, structured and easy to navigate
- Gives the internal team confidence in managing content going forward
Most importantly, it positions MSIP for the next chapter under its new ownership.
What They Said
Shortly after launch, Natalie shared this feedback, entirely unprompted:
“We are absolutely delighted with the final result – the new site looks fantastic, feels so professional and is incredibly user-friendly.
From start to finish, you were an absolute pleasure to work with. Your communication was clear and consistent throughout and you made the entire process feel seamless. The level of care, creativity and attention to detail you brought to the project really shines through in the finished website. We’ve already had such positive feedback and we couldn’t be happier with how it represents MSIP.
I genuinely hope we get the opportunity to collaborate on future projects – working with you has been an absolute dream.”
For us, that partnership and the trust placed in us during a period of transition is what matters most.
A Website Is More Than a Website
What started as a rebrand update became something far more powerful: a strategic reset.
For organisations navigating change, growth or acquisition, the website shouldn’t be an afterthought.
It should lead.
And when approached the right way, even tight deadlines can become catalysts for something better.
“We are absolutely delighted with the final result – the new site looks fantastic, feels so professional and is incredibly user-friendly.
From start to finish, you were an absolute pleasure to work with. Your communication was clear and consistent throughout and you made the entire process feel seamless. The level of care, creativity and attention to detail you brought to the project really shines through in the finished website. We’ve already had such positive feedback and we couldn’t be happier with how it represents MSIP.
I genuinely hope we get the opportunity to collaborate on future projects – working with you has been an absolute dream.”
Natalie McKnight
Marketing Manager, MSIP
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