A fresh site for a unified brand
Rotary Solutions was evolving into a power brand, bringing together four distinct names—Rotary, Chief, Forward Lift and Direct Lift—under one cohesive identity. But their digital presence was fragmented, with each brand operating separate sites, creating an inconsistent user experience and making it difficult to showcase the full breadth of their offerings.
The goal was to merge these four sites into a single, intuitive platform that reflected their new brand architecture while maintaining brand recognition for each sub-brand. The new site needed to serve a diverse audience across multiple industries, highlight Rotary Solutions’ value proposition, and provide an e-commerce-like experience to drive lead generation. Beyond design, the challenge lay in restructuring and migrating over 500 unique URLs without losing critical content or disrupting SEO.
Built on WordPress and hosted by WP Engine, the thunder::tech team built a new site that seamlessly integrates Rotary Solutions’ four brands into a single, intuitive platform. Users can now explore solutions by industry, brand or product category—ensuring an intuitive and efficient browsing experience.
The biggest part of this project was consolidating content from four separate sites and structuring it for the transition. Before importing, content had to be reviewed, edited and adjusted to fit the updated design and functionality. Using a custom-built content migration system, thunder::tech efficiently scraped and mapped over 500 unique URLs, leveraging WP All Import to structure the data within Advanced Custom Fields (ACF). This allowed for a highly organized and flexible content system, with 22 field groups and 11 taxonomies for effortless navigation.
To support Rotary Solutions’ expansive product offerings, the team implemented a custom WooCommerce framework for the product catalog, listing and product detail pages (PDPs)—laying the foundation for future e-commerce expansion.
On the design front, the process moved quickly. While the UX and interface needed to remain consistent across the site, we ensured that each sub-brand retained elements of its unique identity within specific pages. An agile approach allowed for real-time adjustments during development, delivering flexibility while keeping the project on track.
Security, compliance and accessibility were also key priorities. The site includes accessibility monitoring via accessiBe, cookie management through OneTrust and firewall protection by Sucuri to provide a secure and user-friendly experience.
Rotary Solutions emerged with a unified digital brand experience that not only showcased its four product brands seamlessly but also transformed how customers interact with the company online. The new website provided a clear and intuitive browsing experience, allowing users to find relevant solutions quickly.
The streamlined platform strengthened Rotary Solutions' brand identity, delivering a cohesive message across all product lines while still honoring the unique characteristics of each sub-brand.
The site’s restructured content and improved UX support a stronger brand presence, better lead generation and greater efficiency in managing and updating information. With a unified digital experience, Rotary Solutions is positioned for long-term growth, offering a stronger connection between their brand and the industries they serve.
Want to talk shop? Reach out to thunder::tech to begin your journey towards a performance-driven partnership.