Gazelle Book Services

Overview

Gazelle Book Services is one of the UK’s leading independent book distributors, supporting international publishers, trade retailers, and industry partners for over 35 years.

Their website plays a critical role across publisher acquisition, retailer communication, catalogue access, and overall brand credibility.

The existing site no longer reflected the scale of the business or the quality of service behind it. Navigation was fragmented, content was difficult to manage, and key journeys for publishers and trade customers lacked clarity.

Lune Studio was brought in to redesign and rebuild the B2B side of the business in Webflow, creating a clearer, more modern platform that supports publishers, retailers, and internal teams alike.

The Shopify-powered retail store remains in development separately under TwoFold Digital, while Lune Studio focused on the B2B, service-led side of the brand.
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The Brief

Gazelle did not need a simple visual refresh. They needed a clearer digital structure for a business with multiple audiences, complex services, and a large amount of legacy content.

The new website needed to communicate trust, capability, and scale while making it easier for publishers and retailers to understand how Gazelle works and how to engage with the business.

This included:

• Clear publisher and retailer journeys
• Improved service presentation
• A modern catalogue system with filtering
• Better blog and content management
• Trade account and enquiry forms
• Trust Payments planning and integration strategy
• Improved CMS structure for long-term internal use

The challenge was balancing a more premium, modern experience with the operational needs of a long-established distribution business.
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Our Role

Lune Studio handled the design, Webflow development, CMS architecture, and strategic structure of the new B2B platform.

Rather than simply rebuilding pages, the focus was on improving how the business communicates its services and how internal teams manage the platform moving forward.

This included:

• Webflow design and development
• CMS structure and migration planning
• Publisher and retailer journey mapping
• Advanced catalogue filtering and organisation
• Blog migration and formatting
• Trade account functionality
• SEO structure and technical improvements
• Shopify and Trust Payments integration planning
• Ongoing launch support and post-launch refinement

Key Improvements

The new platform was built to improve both day-to-day usability and long-term business performance.

This included a full restructure of publisher-facing pages, clearer service positioning, improved trade retailer access, and a far stronger catalogue experience through searchable PDF catalogue filtering.

The blog and news section was migrated and reformatted to make future content management easier for the internal team, while trade account forms and payment pathways were refined to reduce friction for customers.

Behind the scenes, the CMS was simplified significantly, making the site easier for the Gazelle team to manage without relying on constant developer intervention.

The goal was not just a better-looking website, but a stronger operational tool for the business.