Phillips Industries

Branding, Web Design & Development

A brand strategy and overhauled website that moves a legacy business into the future.

Phillips Industries has been the leading manufacturer of parts for the long-haul trucking industry for over 100 years. A commitment to relationships and industry problem solving have made their products standard on nearly all heavy duty trucks manufactured in North America.

At the center of the engagement is a new website that brings together decades of products, resources, and company information in a function-first experience. The site serves a diverse set of customers from privately owned fleets, truck manufacturers, distributors, and national retailers.

To navigate a complex product landscape, we took inspiration from the parts catalogue, a well-worn “bible” that had been refined over decades. Product taxonomy and organization followed principles from the catalogue that would be intuitive for digital-first customers, and include legacy customers into a digital space.

Keeping the customer in mind throughout the process, we developed an approach that integrates content and features into a cohesive site experience and brand platform.

Through a series of workshops and deep category research, we developed a brand verbal identity and communication platform that reflect Phillips Industries longstanding commitment to their consumers and their employees.

The engine of the catalogue is a real-time search feature that can query parts, names, and technology.

For many years, Phillips Industries had innovated technologies that are at the core of their products. We developed a modular system for showcasing product technology, creating a space for clearly defined feature-benefits and films that show products in situational cases.

Brand laguage comes to life in the Company page, highlighting the principles that drive Phillips Industries.

Product search and finding a dealer is intuitive on mobile, with an easy flow for a roadside user to navigate to products and resources quickly.

We developed a layer of filtering that mirrors specs a parts dealer would need to determine the part needed, along with product technology, resources, education, and related parts/accessories.

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