Shipp “Divisions” Parent Site Concept & OverhauL
Shipp required a unified “parent” website to bring Shipp Belting and Shipp Hose under a single, cohesive digital ecosystem. The goal was to align branding, simplify navigation across divisions, and create a professional, intentional experience that feels planned and scalable from day one.
This project was approached as a brand architecture and digital strategy initiative, not just a layout exercise.
Role & Tools:
Lead Designer
Adobe XD, Figma, Photoshop
Project Type:
Website Redesign / Brand Cohesion / UX & Visual Design
Project Goals / Brief:
The existing Shipp Belting website was used as the visual baseline to ensure brand continuity. Rather than reinventing the brand, the focus was on extending it into a parent-level experience that feels intentional, modern, and unified.
Industry reference sites were reviewed to understand competitive standards, navigation patterns, and presentation approaches for multi-division industrial brands.
- Create a parent site that visually unifies Shipp Belting and Shipp Hose
- Maintain existing brand identity (typography, color, logo)
- Provide a modern, professional, and user-friendly interface
- Enable clear navigation and hierarchy for multiple divisions
- Highlight primary CTA and encourage exploration of each division
Design Leadership & Decision-Making
Information Architecture
- Designed a clear parent-to-division hierarchy
- Created intuitive navigation paths to each division
- Structured layouts to reduce confusion in a multi-brand environment
Visual Authority
- Maintained cohesive typography, color, and component styles tied to the existing brand
- Established strong visual hierarchy to distinguish the parent site from division sites
- Ensured the ecosystem feels connected, not fragmented
Conversion-Focused UX
- Clear primary CTAs guiding users to division-specific destinations
- Designed layouts to support business inquiries and exploration
Division & Ecosystem Storytelling
- “Shaped” layouts used to visually communicate multiple divisions
- Homepage concepts designed to immediately clarify brand structure
- Emphasis on clarity, planning, and long-term scalability
Strategic Value Delivered
- Established a clear parent-brand digital presence supporting multiple divisions
- Created a scalable brand ecosystem designed for long-term growth
- Reduced organizational complexity through intentional UX hierarchy
- Strengthened brand consistency while allowing division-level distinction
- Delivered a system-ready foundation suitable for development handoff and future iteration
Although this project represents a concept and design-direction initiative, the site architecture and UX decisions were intentionally built to support measurable business outcomes, including:
- Faster user comprehension of brand structure across multiple divisions
- Increased engagement with division-specific content
- Reduced navigation friction between related business units
- Improved lead routing by directing users to the appropriate division earlier in the journey
- Stronger performance in future analytics tied to click-throughs, division entry points, and inquiry intent
- The design framework supports future optimization through analytics, A/B testing, and expansion as new divisions are introduced.
