X-Series™ - Brand Positioning and Full Site Redesign
A complete digital overhaul for a precision shaft alignment product line competing in a specialized industrial market.
Project Snapshot
Industry:
Industrial / Precision Measurement Equipment
Deliverables:
Site architecture, UI design, product photography, custom iconography, copywriting direction, Framer design handoff to WordPress development
Platform:
WordPress (designed in Framer, developed by internal team)
Scope:
50+ pages including systems pages, industries, legacy, custom configurator, ROI tool, distributor network
The Challenge:
The X-Series brand had outgrown its original website. It was a minimal holdover from when the product line transitioned away from the old Stealth name. Individual products shared pages, the industries the line served had no dedicated online presence, and the site gave no sense of the brand's depth or technical credibility. The goal was to build a site that could support a full product lineup, justify premium systems in a competitive market, and serve both end users and the distributor network.
What I Did:
I started with site architecture, mapping out a structure that gave each of the six shaft alignment systems its own dedicated page while creating a coherent brand system across all of them. Product photography was shot in-house and art directed to give the line a consistent, premium look. Custom icons were designed for use across product features, industries, and service categories.
The industries section was built as a set of individual landing pages addressing the specific alignment needs and pain points of each vertical X-Series systems serve. This was a deliberate SEO and conversion decision. A maintenance engineer searching for "shaft alignment for power generation" should land on a page that speaks directly to that application.
Beyond the core product and industries sections, the site includes a heritage and timeline page establishing the brand's history, an ROI savings calculator, a build-your-own configurator for custom system packages, a redesigned distributor network page organized by geography, and a customer service hub with forms for different support needs.
The full design was completed in Framer and handed off to the development team for WordPress build. This was a process that required detailed component specs and close collaboration to preserve the design intent through development.
The Result:
X-Series now has a digital presence that matches the quality of the hardware it represents. The product line is clearly differentiated, the sales team has dedicated landing pages to send prospects to for each application, and the distributor network has a clear entry point for the first time. The site launched in summer 2026 and replaced a site that had been a known liability in sales conversations.
