Elbeco

A uniform manufacturer for the public safety industry, Elbeco makes high-quality garments for fire, law enforcement, EMS and more. Difficult to navigate and geared toward men, their outdated website wasn’t providing an optimal buying experience for any of these professionals, let alone the growing number of women filling these roles.

With a 112-year history, Elbeco was viewed as an old brand in an industry that was quickly shifting from utilitarian uniforms to stylish, performance garments. Furthermore, their primary persona was changing – from the dealers that had traditionally dominated sales to the end users, who were increasing their influence on purchase decisions.

We architected the new site to deliver an exceptional experience. Visitors could navigate by gender or industry, then drill down into apparel type. Product pages were optimized with video, 360° views, spec sheets and related products. Built on HubSpot and Shopify, the site gave Elbeco maximum control over both their marketing and virtual catalog.

In addition to a new site, we created a new brand message – Cut From a Different Cloth. Not only did it lend Elbeco some needed edge and set them apart from the competition, it spoke both to the innovative quality of their products and the identity of those who wear them. It also provided a single message that could be used across every industry they served.