Elite Electric Products Website Expansion: A Strategic Rebrand Initiative
In a strategic move to diversify its offerings and extend its digital reach, Elite Electric Products embarked on a brand expansion in the fall of 2023, marking a key turning point in its evolution. As the lead designer and developer for this initiative, I spearheaded the complete redesign of the Elite website—transforming it from a niche product platform into a full-scale showcase of the company’s broadened catalog and identity.
Objective: Modernization & Product Expansion
The overarching goal was to evolve the website into a modern, responsive, and visually engaging platform that could effectively communicate the newly expanded range of products beyond boat lift motors. The website had to reflect both the legacy of Elite Electric Products and its future-forward innovation.
To achieve this, I utilized the powerful and flexible Pro theme by Theme.co within the WordPress CMS, customizing layouts and interactive components to ensure performance, clarity, and scalability.
Key Technologies Used:
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WordPress + Pro Theme
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HTML5 / CSS3 for structure and styling
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JavaScript for interactivity
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PHP for backend templating and page rendering
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Adobe Photoshop and Illustrator for design assets
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Figma and Adobe XD for prototyping
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GitHub for version control and code backup
Design Approach: UI/UX, Branding, and Accessibility
The design phase focused on improving both user interface (UI) and user experience (UX). I was responsible for all page layouts, navigation design, iconography, and typography, using a mobile-first responsive design strategy.
UI/UX and Branding Highlights:
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Updated navigation architecture for intuitive user flow
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Mobile-friendly menu and accessible text hierarchy
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Redesigned product display sections to accommodate new categories
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Seamless visual integration of older product lines with new offerings
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Branding updates using custom logos, icon sets, and page templates
This refreshed branding was carefully crafted to appeal to a broad demographic, including existing loyal customers and new audiences exploring Elite Electric Products for the first time.
Image Development and Optimization
One of the standout challenges and achievements of the project was crafting and optimizing every image on the site. This included:
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Editing existing image assets from the legacy site
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Capturing and curating new product photos
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Cropping, color-correcting, and resizing in Adobe Photoshop
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Creating supporting graphics and illustrations in Adobe Illustrator
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Ensuring every image was properly compressed for fast loading
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Assigning relevant alt text and metadata for SEO and accessibility
By merging old and new imagery, I was able to create a cohesive, professional aesthetic that told a unified brand story while minimizing load times.
Content Strategy and SEO
I authored all on-site content from scratch, including home page messaging, product descriptions, support documentation, and metadata. Each content section was carefully optimized to ensure high search engine visibility and a smooth user reading experience.
Content Creation Highlights:
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Developed a consistent voice that reflects professionalism and innovation
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Integrated on-page SEO best practices like headers, internal links, meta tags
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Crafted CTAs that aligned with brand goals and customer pathways
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Structured support and FAQ content to reduce customer service queries
Technical Execution and Workflow
All development was first performed in a local MAMP environment, allowing for rapid iteration, testing, and debugging. Once the site reached stability, I pushed it live via GitHub deployment pipelines, ensuring version control, rollback capability, and continuous improvement.
Backend and Frontend Features:
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Customized theme components using PHP and JavaScript
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Configured forms with webhook-ready data routing for future CRM automation
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Designed fully responsive layouts to maintain usability across all devices
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Prepared the site for upcoming REST API integrations and e-commerce modules
Impact and Results
Since its launch, the site has successfully served as the digital face of the reimagined Elite Electric Products brand. It has seen:
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Significant increases in new product inquiries
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High retention times due to engaging content and user-friendly layouts
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Lower bounce rates thanks to faster load times and optimized media
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Positive client feedback regarding usability and mobile performance
Looking ahead, the site is fully prepared for scalability, including planned integration with WooCommerce and tools like Loftware NiceLabel for serialized product labels.
Keywords and Tech Highlights:
Core Technologies: WordPress, HTML5, CSS3, JavaScript, PHP, GitHub, Webhooks, REST APIs
Design Tools: Adobe Photoshop, Illustrator, InDesign, XD, Figma
Skills Showcased: UI/UX Design, Web Development, Image Optimization, SEO Content Writing, Responsive Layouts, Branding, Mobile Design
Conclusion
The 2023 relaunch of the Elite Electric Products website reflects not only a major brand milestone but also a full demonstration of my capabilities in full-stack web development, digital strategy, and creative direction. From local development to image optimization, from content creation to deployment, every aspect of this website was a direct result of hands-on execution and forward-thinking design.
This project reaffirms my belief that successful websites require a perfect synergy of technical skill, creative vision, and strategic execution—all of which were proudly brought together in this transformation of the Elite brand.