In an industry where trust, speed, and clarity are paramount, IDEX Fire & Safety stood at a digital crossroads.
As a division of the global IDEX Corporation, the company housed a suite of internationally respected brands, including Akron Brass, Godiva, Hale, Hurst, Lukas and AWG, each with decades of innovation behind them. But while these brands thrived individually, their digital presence told a different story.
Instead of a cohesive ecosystem, IDEX Fire & Safety’s online landscape had become a patchwork of disparate websites, inconsistent user experiences, and siloed brand identities. This fragmentation was doing more than confusing users, it was limiting sales potential, obscuring cross-sell opportunities, and undercutting the parent brand’s credibility as an integrated, technology-first leader in fire and rescue solutions.
At the heart of the challenge was a delicate balancing act: how do you elevate the IDEX Fire & Safety brand while fiercely protecting the heritage, trust, and credibility of the individual brands customers have relied on for generations?
Internally, the challenge extended beyond just aesthetics. Global teams needed a strategic framework to align their communications, a seamless way to showcase product portfolios, and a clear path to connect customers with the right tools, no matter the brand. Add to that the fire and rescue industry’s deep-rooted skepticism of large conglomerates, and the mission became even more critical: build trust, not just traffic.
IDEX Fire & Safety needed more than a website refresh. They needed a unifying digital vision, one that respected the history of their brands, empowered their global teams, and gave users the confidence to engage.
