Binks serves as a global innovator and trusted manufacturer of spray finishing and fluid handling equipment. Its products and technologies help customers apply coatings, powders, sealants, and adhesives with precision, efficiency, and reliability. For generations, Binks has played a critical role in industries ranging from automotive to aerospace, building a reputation for quality and innovation.
For years, the company operated under Carlisle Fluid Technologies, with several individual sub-brands serving different markets and regions. While each carried strong recognition, the structure created fragmentation and made it harder to tell a unified story at scale.
In 2024, these businesses were brought together under a single identity: Binks. By elevating a respected sub-brand into the new global company name, Binks streamlined its story and positioned itself to lead with one voice. This unification created the opportunity to:
- Elevate its digital presence to match its market leadership
- Replace an outdated website with a more intuitive, modern platform
- Present a cohesive global brand story built for long-term growth
The Challenge
Binks was poised for growth, backed by a rich legacy, proven products, and deep industry expertise. However, its digital presence hadn’t yet caught up to its forward-thinking approach. The brand saw an exciting opportunity to evolve.
Key opportunities for transformation included:
- Creating a more cohesive and compelling brand experience
- Enhancing product discovery to better serve customers
- Building a scalable digital platform to support future growth
To bring this vision to life, Binks partnered with Bold Orange to reimagine its brand and develop a modern, user-centered website—one that showcases its leadership and positions the business for continued success.
Approach
From day one, the work was a true partnership. Our team embedded with Binks to move through strategy, design, development, and launch in lockstep—ensuring every decision aligned with the brand’s future direction.
Establishing the Brand Direction
Before we could redesign the site, we needed to redefine how Binks showed up. We started by creating the brand foundation that would carry Binks into its next chapter:
- A refreshed visual and messaging system that modernized the brand while honoring its legacy
- Guidelines for consistent expression across all business units and regions
- A clear brand platform that could flex between technical product details and compelling storytelling
This groundwork became the lens through which every content and UX decision was made.
Mapping the User Experience
To make the site easier for customers to navigate, we dug deep into how they explore Binks’ solutions. With input from internal product experts, SEO insights, and analytics data, we:
- Restructured the site map to prioritize product discovery and simplify navigation
- Created clear entry points into categories and solution areas
- Built a hierarchy that made the experience feel intuitive, not overwhelming
The result was a site that guides users to what they need, while also creating clear entry points for deeper product exploration.
Designing the Digital Expression
Once the strategy was set, we translated it into a visual experience that felt accessible, credible, and distinctly Binks. We focused on:
- Clean, consistent design across devices and screen sizes
- Smart use of color, spacing, and typography to establish visual hierarchy
- A design system that balanced industrial grit with modern confidence
The new site didn’t just look better—it felt easier, faster, and more aligned to what today’s users expect without loosing its industrial roots.
Building and Testing the Site
We chose WordPress to keep the infrastructure familiar for Binks’ internal teams, while modernizing it for better performance and flexibility.
Throughout development, we:
- Delivered work in refined sprints to maintain momentum and clarity
- Integrated automated QA testing for faster validation
- Maintained tight alignment between design, dev, and QA to prevent surprises
The end results was a scalable platform that could support Binks’ marketing and customer experience goals for years to come.
Coordinating Launch
A strong launch was critical to ensure customer confidence and preserve SEO authority.
To keep the rollout smooth, we worked side-by-side with Binks and:
- Prepared cross-functional checklists for every stage: pre-launch, launch day, and post-launch
- Enabled real-time communication across teams to resolve issues fast
- Carefully monitored SEO migration to ensure Binks’ new pages indexed correctly and legacy pages were retired
The Impact
Binks.com saw strong momentum right out of the gate. In its first month post-launch:
- 10,000+ sessions drove early engagement
- Organic search accounted for nearly 40% of traffic—confirming the power of the new SEO-forward structure
- Thousands of pages were indexed by Google, seamlessly retiring the old Carlisle site
But momentum didn’t stop there:
- Daily traffic increased 7x in just a few weeks
- Solution pages now drive over 25% of organic visits
- Visitors spend significantly more time on product pages—showing higher value, deeper engagement
The launch marked a turning point for Binks, giving the brand a digital presence that feels as strong and unified as the business itself. The new site builds trust with customers, makes product discovery more intuitive, and creates space for the company to keep growing well into the future.
Bold Orange partnered with us every step of the way to bring the Binks brand online in a more meaningful way. Together we built a site that makes it easier for customers to explore our solutions, builds trust in our brand, and sets the stage for long-term growth.
Fred Sutter
Former President & CEO, Binks Company
