Gilpin needed a modern brand and website refresh that could better reflect the scale, longevity, and professionalism of its packaging business. In collaboration with LUX Writes, I led the visual identity refresh, expanded brand guide, web design, and WordPress development to create a clearer, more contemporary digital presence for a company with global reach and a history dating back to 1963.
The central challenge was balance. Gilpin already had decades of credibility, so the goal was not to reinvent the company, but to refine how it presented itself online. The refreshed identity needed to preserve the trust and legacy associated with an established packaging manufacturer while updating the visual system and website experience to feel more relevant, polished, and aligned with current expectations.
My role focused on refreshing the visual identity, building out a more robust brand guide, designing the website, and developing the site in WordPress. LUX Writes led messaging, strategy, and copywriting, helping ensure the updated brand and website communicated both capability and heritage. The result was a stronger foundation for consistency across digital touchpoints and a more effective online presence for a long-standing industrial brand.
For SEO, this page should lean into terms like packaging company website design, brand refresh for manufacturer, WordPress development for industrial business, and brand guide development. Right now, the strongest story is that the project modernized a legacy company without stripping away the authority it had built over decades. That positioning is specific, credible, and likely to attract the type of client who wants evolution rather than a full rebrand.
The finished work gave Gilpin a more cohesive and contemporary visual presence, a clearer website experience, and an expanded brand system that supports consistency moving forward. It is a strong example of how thoughtful design and WordPress development can help an established B2B company look current while preserving the trust equity already built into its name.
