Reboot for GPS Electrical

GPS Electrical Services, based in Victoria, has spent over 26 years powering many well-known food, chemical and manufacturing clients via exceptional electrical engineering and automation services.

With more than 100 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.

Duration & Budget

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.

Tech Stack

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.

Scope

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 optimization, 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.

See the details

Case Study: GPS Electrical’s Digital Identity

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.

Challenges

While a fairly straightforward project, there was still a range of significant hurdles that needed strategic resolution:

  • Visual branding limitations – While stakeholders wanted a refresh, they also wished to preserve much of the existing design legacy.
  • Expertise without confusion – Content had to communicate specialist knowledge and credibility, without overwhelming readers with excessive jargon or oversimplifying technical points.
  • Delayed stakeholder input – Progress was sometimes slowed by feedback bottlenecks and limited availability of key reviewers, meaning sourcing expert input and approval for advanced case study material required extra planning.
  • Showcasing credentials – The site needed to highlight certifications, memberships, logos and technical specs, all without creating clutter or losing the commercial story in vendor details.
  • Architectural clarity – Building a focused, user-centric narrative demanded a strategic clarity of information hierarchy.
  • Audience diversity – The site had to serve clients, job seekers, and partners with different backgrounds and needs. Developing distinct but connected user journeys required careful segmentation and narrative consistency.

Solutions

To overcome the hurdles, I delivered pragmatic solutions:

  • Refreshed typography and colour palette while retaining core elements, introduced contemporary iconography, and developed brand guidelines for visual consistency
  • Created layered content architecture with progressive disclosure, and separated high-level messaging from detailed technical specifications
  • Designed efficient interview & case study templates and content frameworks that captured information upfront
  • Implemented hub-and-spoke content model with clear visual hierarchy and scannable blocks to balance detailed information with clarity
  • Created distinct pathways with audience-specific CTAs and role-based content hubs, enabling targeted user flows for audiences

Results

  • Managed complete website build, from design and development to compelling technical copy.
  • Produced 24-page capability statement; turned complex case studies into client-facing web content.
  • Built optimised SEO assets and marketing collateral suite with a scalable framework for future marketing and hiring
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