GPS Electrical Services, based in Victoria, has spent over 25 years powering many well-known food, chemical and manufacturing clients via exceptional electrical engineering and automation services.
With more than 150 staff and a reputation built on high-end work for major Australian and global clients, GPS needed a refreshed digital presence to match their stature.
This project focused on modernising their brand and online assets, while ramping up their appeal in a tight job market.
The engagement ran for three months, balancing targeted brand development and fast web delivery within a budget framework suited to a mid-sized industrial business.
The scope encompassed critical digital marketing and printed material touch points, spanning visual branding, online presence, and written communications.
This included refining the company logo and brand style, building a new website from the ground up with full copywriting and SEO optimisation, and developing professional materials that clearly communicate GPS's capabilities.
The work involved stakeholder engagment, indsutrial phtogrpay vendor management and stategic planning to ensure content, design, and messaging resonated with three distinct audiences: clients, job seekers, and business partners.
The project used Webflow for website redevelopment, Adobe Suite for creative work, and SEMrush for SEO optimisation.
These tools enabled efficient, professional results across design, site management, and content performance.
GPS Electrical Services faced a crossroads: their longstanding website no longer reflected their position as an industry leader, risking credibility with clients and job seekers alike.
My mandate aimed to reposition GPS as a trusted partner and employer, presenting their full capabilities with clarity and impact.
While a fairly straightforward project, there was still a range of significant hurdles that needed pragmatic resolution:
To overcome the hurdles, I delivered pragmatic solutions:
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A complete brand refresh and digital rebuild across three months.
GPS is a 25-year-old electrical engineering and automation firm with 150+ staff. Their client roster includes CSL Behring, Coca-Cola Europacific Partners, Asahi, McCain, Mondelez, Pfizer, Bega, JBS, Baiada, and Nufarm.
Scope covered visual identity refresh (typography, colour, iconography), brand guidelines, a Webflow-built website with full technical copywriting, SEO optimisation, a 20-page capability statement, and a marketing collateral suite.
The work served three distinct audiences: clients, job seekers, and partners. Each got their own layered content pathway.
Restraint.
The legacy elements that carry trust stay in place. Logo lineage, established colour cues, the visual signals long-standing clients recognise.
The supporting system around them gets updated. Typography, iconography, layout discipline, and content hierarchy do most of the heavy lifting.
The result reads as modern to new audiences. It doesn't signal discontinuity to existing clients and staff who've trusted the brand across two and a half decades.
Through distinct user journeys built on a hub-and-spoke architecture.
Each audience gets its own entry pathway. Audience-specific calls to action. Role-based content hubs.
The underlying brand narrative stays consistent across all three.
Clients see capability and credentials. Job seekers see culture, projects, and career paths. Partners see vendor relationships and certifications.
The audiences never compete for the same real estate.
For GPS, the document covers seven core elements.
Company timeline from 1997 to 2023. Six service lines: switchboards and panels, service and maintenance, electrical contracting, automation and control, plant maintenance, and electrical engineering.
Three project case studies: Nufarm plant relocation, CSL Behring mechanical design and construct, and KHS Group and Asahi production line relocation.
Leadership team profiles. Mission, vision, and values. Safety and quality systems grounded in ISO9001:2015.
The named client roster. Plus a full certifications stack: NECA membership, Rockwell GOLD SI status (first in Victoria), Siemens System Integrators, GOLD Ignition Integrators, IECEx, Engineers Australia, and TÜV Rheinland.
The 20-page length reflects what tier-one industrial procurement requires. Verified evidence, not marketing claims.
They do different jobs.
The website is the public-facing platform. It serves multiple audiences and search engines simultaneously.
The capability statement is a procurement document. It's sent in response to RFQs or attached to tender submissions. Procurement teams review it offline and circulate it internally.
Most industrial procurement processes still require both formats. Each one in a slightly different framing.
For GPS specifically, four things.
A refreshed visual identity with documented guidelines. A fully built and copywritten Webflow site. A 20-page capability statement. A foundational marketing collateral suite.
The compressed timeline works because the strategic positioning was already clear. The work was about expressing it properly across digital and printed surfaces. Not redefining what the business is.