Branding for manufacturer

During our website redesign project for Altec Integrated Solutions, it became apparent that the website needed to speak to many audiences at once, in different tones and with different messages. Where many businesses offer a single product or service, Altec’s offers span everything from parts machining to roller coaster control engineering. They needed a way to organize their business in a way that felt unified but offered visual distinction between departments.

We solved the ambiguity by developing a modular brand system. Retaining the same logo, font, and other secondary brand elements, we created a tagging system using four alternate brand colours. For each main service area at Altec, we customized the website appearance and messaging style to best appeal to the target audience. We also subdivided the sitemap to funnel customers toward the content they are most interested in, and away from less relevant topics. This allowed us to write content aimed at rural plywood companies or metropolitan rides and entertainment firms without any crossover or confusion.