Northwind Logistics
B2B Logistics
Northwind: content cadence from 4 posts a month to 18
18 Posts / month
Published
01 — Challenge
What was in the way
Northwind's content team had ideas faster than they could publish them. Their CMS required three roles to ship a post (writer, designer, engineer); each step queued for days. Pipeline-attribution data showed the bottleneck was costing them 30+ qualified leads/month.
02 — Approach
How we shipped it
We migrated to file-based authoring on the platform with strict frontmatter schemas. Designers contribute via a small set of allowlisted MDX components; engineers approve PRs only when a token or template needs a change. The writer can ship from idea to live in under an hour.
03 — Outcome
What changed
- Posts / month
- 18
- Idea -> live
- 47 min median
- Lighthouse
- 97
Services involved
What we did on this engagement
The Northwind redesign isn’t a visual case study. The site looks broadly similar to where it was; what changed is what happens behind it. Architecture §3 of our internal playbook talks about treating editorial cadence as an engineering target — Northwind is the cleanest example we’ve shipped.