In 2011, the Couples marketing collateral and website underwent a radical redesign. The Assembly Line Technologies team oversaw implementation of the new website design by coordinating with several other teams to bring the project to fruition. We also utilized the opportunity to deploy a custom built PHP templating engine, replacing the dated Dreamweaver powered flat HTML templates. The upgraded backbone facilitated instantaneous site-wide template updates at a time when out-of-the-box CMS and templating engine solutions were otherwise too rigid for a presence like Couples’, providing the client with the speed and flexibility required to sustain a modern website. Additionally, the home built templating engine featured device detection with special small screen templates, making couples.com the first of the competition to have a mobile web presence.