Superior
Digital Transformation
Electrical contractor in Ohio that services hospitals, educational institutions, data centers and more.
Client
Varsity Spirit
Industry & Services
Location
Columbus, Ohio
Client Overview
Superior Group is an established electrical contractor based in Columbus, Ohio, specializing in complex industrial and commercial electrical systems. With years of experience serving hospitals, educational institutions, data centers, and large-scale commercial facilities, Superior Group has built a reputation for technical excellence and reliable service delivery.
As the industrial electrical market became increasingly competitive, Superior Group recognized the need to evolve their brand identity and digital presence to better reflect their expertise, authority, and commitment to innovation in the electrical contracting space.
The Challenge
Our multi-year relationship with Superior Group began when they approached us with a fundamental branding and web presence challenge. Their existing website was a generic, template-based solution that failed to communicate their expertise or differentiate them in the competitive electrical contracting market.
Website Transformation
Before: Generic & Outdated
- Stereotypical template design
- Poor navigation structure
- Lacked brand personality
After: Bold & Authoritative
- Clean, intuitive interface
- Strong brand identity
- Persona-focused messaging
Key Pain Points
- Generic, outdated website using stereotypical engineering templates
- Disorganized layout that didn’t nurture visitors effectively
- Lack of brand personality and authority positioning
- Poor representation of their technical capabilities and experience
- Inability to effectively compete for premium industrial projects
As our partnership evolved, Superior Group presented us with an additional challenge: they wanted to undergo a complete rebrand to project a bolder, more refined identity that would resonate with modern industrial businesses while establishing them as an authoritative and trustworthy partner.
This rebrand also required a comprehensive overhaul of all marketing materials – from digital assets to physical promotional materials, fleet graphics, and conference collateral. Every touchpoint needed to align with Superior’s renewed brand vision and market positioning.
Our Solution
Our comprehensive approach to Superior Group’s transformation was built on deep industry knowledge and a thorough understanding of their target market. We developed a multi-phase strategy that addressed both immediate needs and long-term brand positioning goals.
Our Design Process
Client Research & Analysis
Deep dive into Superior’s client base and competitive landscape
Persona Development
Creating detailed profiles of target industrial clients
Brand Identity Refinement
Evolution from circular motif to bold, minimalistic “S”
Integrated Marketing Assets
Cohesive branding across digital and physical touchpoints
Phase 1:
Website Strategy & Redesign
With clear personas identified, we wireframed a new website architecture that directly addressed the pain points and needs of busy industry decision-makers. This strategic approach transformed their website from a simple service brochure into a powerful marketing tool that positions Superior as the reliable, experienced go-to business for industrial electrical needs in Ohio.
Website Transformation Features
- Clean, intuitive interface designed for busy industry leaders
- Trust signals showcasing experience and reliability
- Streamlined navigation that makes complex information accessible
- Flexible content management system for easy internal updates
- Mobile-responsive design optimized for field personnel
Phase 2:
Bold Rebrand & Simplification
A year later, Superior Group returned with a vision for an even bolder brand identity that would reflect their growing confidence as Ohio’s leading electrical contractor.
The new brand system featured a complementary blue accent color for interactive elements and content highlights, creating a modern, professional appearance that commands authority while remaining approachable to industrial clients.
Phase 3:
Content & User Experience Optimization
We restructured key website sections to better serve their audience:
Blog Enhancement
Bolder headings and improved typography established thought leadership while enhancing readability.
Impact Page Redesign
Ohio-themed visual frame showcasing their local expertise and community connection with pride.
Projects Streamlining
Eliminated confusing subpages, implementing hover-activated details for clean, engaging project showcases.
Integrated Marketing
Cohesive offline materials including fleet wraps, branded packaging.
Our Unique Approach
Our partnership with Superior Group was unique because it combined deep industry knowledge with expertise in industrial client psychology and decision-making processes. Unlike general marketing agencies, we understood the specific needs, concerns, and buying behaviors of industrial electrical clients.
This specialized understanding allowed us to create messaging and design elements that resonated with engineering managers, facility directors, and C-suite executives who make electrical contracting decisions. Our approach focused on building trust, demonstrating expertise, and simplifying complex technical information for busy decision-makers.
What Set Our Approach Apart
- Deep understanding of industrial client psychology and buying behavior
- Long-term partnership approach allowing for iterative brand evolution
- Integration of digital and physical marketing touchpoints
- Focus on authority building through thought leadership content
- Scalable design systems that grow with the business
Our multi-year relationship allowed us to continuously refine and evolve Superior’s brand as their business grew and market conditions changed. This iterative approach ensured that their brand remained relevant, authoritative, and aligned with their expanding capabilities and market position.
The Results
Our long-term partnership with Superior Group delivered sustained growth, enhanced brand recognition, and positioned them as Ohio’s leading electrical contractor.
200% Increase
in qualified leads from industrial clients
75% Improvement
in brand recognition across Ohio markets
150% Growth
in website engagement and conversions
90% Faster
content updates and management workflow
“Multi-year partnership results demonstrate long-term brand building success.“