Launching the New Earl Smith Distributing Website

January 6, 2025

Revamping a Legacy: How Behind Your Design Transformed Earl Smith Distributing’s Online Presence

At Behind Your Design, we’re always excited to work with businesses that share our commitment to quality and service. We’re proud to announce the successful launch of the new website for Earl Smith Distributing Company, a family-owned business that has been a pillar of Michigan's Thumb region for over 90 years. This project reflects our dedication to creating modern, user-friendly digital experiences that perfectly align with our clients' needs.


A Family-Owned Legacy


Founded nearly a century ago, Earl Smith Distributing has been a trusted distributor of beer, wine, and both alcoholic and non-alcoholic beverages. Their service area spans four Michigan counties: St. Clair, Sanilac, Tuscola, and Huron, with a customer base of over 600 retailers, including grocery stores, pharmacies, liquor stores, restaurants, clubs, and entertainment venues. Earl Smith Distributing’s longevity and leadership in the industry are a testament to their commitment to excellence and customer satisfaction.

As the leading beer wholesaler in the Thumb region, their mission has always been clear: to provide high-quality products and exceptional service to their valued customers. This focus on excellence made them an ideal partner for Behind Your Design, as we worked to create a website that reflects their legacy while offering new functionality for today’s digital world.


The New Website: Modern, User-Friendly, and Engaging


The new Earl Smith Distributing website is designed with both aesthetics and functionality in mind. With a modern, clean design and intuitive navigation, the site offers a seamless experience for users across all devices. One of the standout features is the Brand Finder tool, which allows retailers and customers to easily search for their favorite beverages and see which counties in Michigan they’re distributed in.


"We wanted a website that not only looked great but also made it easier for our customers to find and purchase products," says Jessica Ropposch, SHRM-CP, a key team member at Earl Smith Distributing. "The new site has exceeded our expectations, and we’re excited to see how it will enhance our customer relationships."


Collaborating with a Great Team


Behind every successful project is a strong collaboration. Working with Earl Smith Distributing has been a fantastic experience, and their team’s input was invaluable in shaping the website’s design and functionality. The process was a true partnership, with feedback and suggestions driving key decisions along the way.


“We knew we needed a website that could scale with our growth, and Behind Your Design delivered exactly what we were looking for,” says Pete Dawson, IT Manager at Earl Smith Distributing. “The user-friendly features and sleek design have made a big difference for us internally and for our customers.”


A Portfolio of Beverage Industry Expertise


At Behind Your Design, we’re proud to have worked on several websites for businesses in the beverage distribution sector. Along with Earl Smith Distributing, we’ve had the privilege of designing and developing websites for the Michigan Beer and Wine Wholesale Association and John P. O'Sullivan Distributing. These projects showcase our deep understanding of the unique needs of the industry and our ability to create custom solutions that help our clients thrive in the digital world.


We’re thrilled with how the new Earl Smith Distributing website turned out and are grateful for the opportunity to collaborate with such a respected, family-owned company. The project was a true reflection of our commitment to delivering high-quality websites that meet the unique needs of each client.


If you’re looking to create a website that reflects your business’s values and serves your customers effectively, get in touch with us. We’d love to help bring your vision to life.

Visit The New Earl Smith Distributing Co. Website

Bring Your Brand Into the Light: Why Solar Ink Makes Promotional Products Stand Out

June 9, 2026
In a world full of branded merchandise, it takes something different to capture attention and make a lasting impression. That’s where Solar Ink comes in. SolarPro Ink is a unique printing technique that keeps your design nearly invisible indoors. Once exposed to sunlight or UV light, the graphic suddenly appears in full color. It feels unexpected, interactive, and memorable.
Four decorated drink cans and a black sneaker lined up on a black table against a white wall.

Koozies: Incredibly Practical Promo for Summer and Beyond

June 8, 2026
Koozies are versatile promotional items for events. Enhance your brand visibility with custom designs. Contact us for options!

Raised Embroidery Sweatshirts: Adding Dimension, Texture, and Impact to Your Brand

May 8, 2026
When it comes to promotional apparel, the details really do matter. One of the best ways to elevate a sweatshirt or hoodie is through raised embroidery, a technique that gives logos a bold, dimensional look you can see and feel. We recently created a custom zip-up hoodie for the Maryville Retreat Center using raised embroidered logo detailing. The result was a piece that didn’t just display their brand, it brought it to life through texture and craftsmanship. For Maryville Retreat Center, the goal was to create apparel that felt welcoming, durable, and aligned with their mission. The raised embroidered zip-up hoodie achieved that balance, offering a clean design with just enough texture to make it feel special. It works well for staff, volunteers, and guests, making it both functional and meaningful. What Is Raised Embroidery? Raised embroidery, sometimes called 3D or puff embroidery, uses specialized stitching and sometimes a foam base to lift parts of a design off the fabric. Instead of lying flat like print, the logo stands up from the garment, creating depth and texture. It’s a simple technique that instantly makes apparel feel more premium and intentional. Why Raised Embroidery Works So Well It elevates the look and feel Raised embroidery adds instant dimension, which naturally makes apparel feel higher quality. Even simple logos look more refined when they have texture and depth. It creates a strong first impression Because the design physically stands off the garment, it catches light differently and stands out without needing bold colors or oversized artwork. It’s built to last Embroidery is stitched into the fabric, not sitting on top of it. That means no peeling or cracking over time, even with regular wear and washing. It works especially well on hoodies and sweatshirts Heavier fabrics like fleece hold embroidery well, allowing the raised stitching to stay clean and structured. It helps strengthen brand recognition A textured logo becomes more noticeable and memorable, helping your brand stand out in everyday settings. Raised embroidery turns apparel into something people actually notice and remember. It’s a small detail that makes a big difference in how your brand is perceived. 

Capturing the Story of Epic Machine Through Professional Photography

May 8, 2026
Showcasing a Michigan Manufacturing Company Through Professional Photography

Premium Items Are a Meaningful Investment for Your Team

May 5, 2026
Not all promotional products are the same, and that is a good thing. Different goals call for different types of items. Sometimes a simple, cost-effective giveaway works perfectly. Other times, a higher-end product creates a more meaningful experience. We recently worked with Interactive Training Systems to create custom embroidered Carhartt cooler backpacks as a gift for their employees. This is a great example of how thoughtful promotional products can elevate a brand and strengthen team connection.

Intentional Branding in Action: A Logo Design for Interactive Training Systems

May 5, 2026
In industries like engineering, manufacturing, and automotive, innovation never slows down. The companies that stand out are always thinking about what comes next. That mindset should show up not just in what you do, but in how you present your brand. We recently partnered with Interactive Training Systems to create a logo design that reflects both where they have been and where they are going. The end result is a modern brand identity that supports their continued growth. Why Intentional Branding Matters A logo is often the first impression your business makes. It should quickly communicate who you are and what you stand for. For companies in technical industries, that means finding the right balance. Your branding needs to feel modern and forward-thinking, while still showing experience and credibility. Every detail plays a role, from typography to color to overall style. A strong logo helps build trust, show expertise, and set you apart from competitors. A Thoughtful Approach to Logo Design Interactive Training Systems came to us looking for a logo that captured both their history and their future. As a company focused on technical training and innovation, it was important that their brand felt precise, smart, and adaptable. We started by getting a clear understanding of their business, their audience, and their goals. From there, we explored concepts that included: Clean, modern lines to show forward movement Subtle technical elements tied to engineering and manufacturing A polished look that reinforces trust The final design feels current, while still staying true to their foundation. Branding That Grows With You Your brand should evolve as your business grows. Too often, companies treat logo design as a one-time project, but it should be something that supports you long-term. This new logo gives Interactive Training Systems a strong foundation for what is ahead. It reflects innovation while still respecting their history, which is key in an industry like theirs. Why the Right Partner Makes a Difference Good branding comes from collaboration. It is about working with a team that listens, understands your vision, and knows how to bring it to life. At Behind Your Design, that is always the goal. We focus on creating branding that not only looks good, but actually works for your business. If your current branding no longer reflects where you are headed, it might be time for a refresh. The right logo can make a bigger impact than you think.
Show More