Ready for boardroom pitches
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Case study · Electrician website design & branding
Smiths Electrical: a heritage brand rebuilt to compete for national contracts
An established electrical contractor modernised its brand and website to stand alongside national tier-1 contractors, without losing the trust built locally. The results first, then how we did it.
The results at a glance
One consistent look
from directors' email signatures to vans on major sites
A new website
showcasing the project portfolio and expertise
The Challenge - Web design for electricians
Growing Beyond Local Roots
Smiths Electrical had a fantastic problem. They were already a highly respected, reliable business who possessed decades of heritage. However, their visual identity hadn't changed in a long time.
As they began pitching to major, national construction partners, they noticed a gap. Their external branding didn't reflect their actual level of competency, scale, and professionalism. They needed a brand identity that could confidently stand alongside national tier-1 contractors, without losing the trust and equity they had built up in their local community.
Smiths Electrical approached Little Lion Digital for a friendly, collaborative partnership.
The mission was to refresh their visual identity, showcase the work they have completed and provide a digital presence that was a true reflection of their business and its expertise.
Services Provided
Brand Identity
We discussed Smiths Electrical's vision for their brand. They wanted to keep their existing heritage but bring their identity into the modern marketplace.
Logo Refresh
We presented several logo design suggestions that met the client's instructions. The logo was created in the first round of designs!
Brand Guidelines
We created the company marketing brand guidelines including alternative logos, fonts, colour palette, submarks and favicons.
Website Design & Development
We built a website focussing on the client's needs, preferences, competitor marketplace & customer UX.
Smiths Electrical: Project Overview
Design: Evolution, Not Revolution
When Smiths Electrical handed us their brief, one thing was crystal clear: keep the heritage and the core colour palette.
We knew a radical, unrecognisable redesign would alienate their existing client base. Instead, our team focused on an evolutionary refresh - taking the core elements that worked, stripping away the dated aesthetics, and injecting modern, clean geometric lines suitable for a high-end electrical contractor.
Modernisation
Brand Refresh
We retained the iconic company colours but updated the typography and iconography for the digital age. The lines were sharpened, the spacing optimised, and the overall mark was streamlined to ensure high legibility at any size.
A Powerful New Strapline
Brand Development
To perfectly encapsulate their commercial capabilities and purpose-driven work, we introduced the strapline:
"Powering Projects That Matter"
Bringing the brand to life
Brand Guidelines
We built a robust set of brand guidelines to ensure the new identity looks flawless across every single touchpoint, including:
- Vehicle Livery: High-visibility, clean layouts for the company fleet.
- Corporate Literature: Modernised email signatures, letterheads, and invoices.
- On-Site PPE: High-vis jackets, hard hats, and team uniforms.
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Smiths Electrical: Project Overview
Website Design: From Brand to Digital
Once the new brand identity was locked in, it was time to build its digital home. The original Smiths Electrical website was dated and acted more like a digital business card than a commercial tool.
We redesigned and developed a sleek, modern website with a primary focus on demonstrating competency to external stakeholders and major construction partners.
Key Website Features We Built:
Project Portfolio
Enterprise-Level Project Showcase
A dynamic portfolio section allowing Smiths Electrical to display high-quality imagery and case studies of their work with big-name partners.
Expertise & experience
Compliance & Competency Hub
Prominent placement of industry accreditations, health and safety certificates, and insurance details to instantly build trust with procurement teams.
UX focus
Streamlined User Experience
A clean, easy-to-navigate interface that clearly segments their services (Commercial, Industrial, Domestic) for different target audiences.
The Results: A Digital Power Up
The transformation has given Smiths Electrical the ultimate confidence boost when walking into high-stakes boardroom pitches.
Now, from the email signatures of the directors to the side of a transit van on a major construction site, Smiths Electrical looks exactly like who they are: an industry-leading contractor powering projects that matter.
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Smooth Process, Exceptional Results
“Fantastic service! Our website updates were completed much faster than expected, with great attention to detail and excellent communication throughout. The whole process was smooth and professional, and we're extremely pleased with the results. Would highly recommend to anyone looking for website services.”
Is your brand ready for the next level?
At Little Lion Digital, we pride ourselves on offering a friendly, approachable service that helps ambitious SMEs achieve big things. Whether you need a brand refresh, a new website, or an SEO boost, we’re here to help.
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