# Fortifying GearGrid's brand, from logo to launch **URL:** https://www.perrill.com/work/geargrid/ **Author:** scribe **Published:** June 27, 2024 > ALL WORK GEARGRID Fortifying GearGrid’s brand, from logo to launch Perrill refreshed GearGrid’s logo and brand, then designed and built a WordPress + WooCommerce website that shows off their storage systems to every industry they serve. Manufacturing Websites +66% Quote-request... --- [ALL WORK](https://www.perrill.com/work/) GEARGRID # Fortifying GearGrid’s brand, from logo to launch Perrill refreshed GearGrid’s logo and brand, then designed and built a WordPress + WooCommerce website that shows off their storage systems to every industry they serve. Manufacturing Websites ![geargrid-hero](https://www.perrill.com/wp-content/uploads/2026/11/GearGrid_1-scaled.png) - +66% Quote-request rate - +35% Quote requests - 4 Industry hubs designed Ready for a refresh ## Products displayed by use case GearGrid has built heavy-duty storage systems in Forest Lake, Minnesota, for decades: turnout-gear lockers for fire stations, team lockers for athletic programs, and equipment storage for public works and tactical teams. Their products are built to work hard, and their website needed to keep up. GearGrid needed a fresh, updated site that made it easy to display and sell their products online. Because they serve several industries, the site had to present practical, utilitarian products in a way that made sense to each audience, under one brand that tied it all together. ![geargrid-full](https://www.perrill.com/wp-content/uploads/2026/11/GearGrid_2-scaled.png) Brand to build ## A refreshed brand and a website designed for every buyer We started with GearGrid’s brand, refreshing the logo and messaging. Then we carried that identity into a custom website designed around the four industries they serve. - ![geargrid-1](https://www.perrill.com/wp-content/uploads/2026/11/GearGrid_4.png) Brand strategy ### Defining what GearGrid stands for We began with competitive research, client and prospect interviews, and a workshop with the GearGrid team. That work produced clear positioning, user personas, and a set of taglines, including “Fortify Your Storage” and “Precision Crafted, American Proud,” plus one for each industry, like “The Firehouse Storage Standard Since 1921.” - ![geargrid-2](https://www.perrill.com/wp-content/uploads/2026/11/GearGrid_7.jpg) Logo refresh ### A sharper mark, same proven heritage Rather than start over, we refreshed GearGrid’s existing logo to keep the recognition they’ve earned while modernizing the mark. Starting from competitive research and a mood board, we worked through rounds of refined options built on the original. The final logo comes with a compact version for small spaces like social media and a style guide for consistent use. - ![geargrid-3](https://www.perrill.com/wp-content/uploads/2026/11/GearGrid_6.png) Web design ### Designed for four kinds of buyers We designed the site around four industry hubs (Fire & EMS, Athletic, Public Works and Tactical), each with its own landing page, headline, and product categories. A mega menu makes it easy to shop each industry by category. New photography and drone footage captured for the project bring the products to life. - ![geargrid-4](https://www.perrill.com/wp-content/uploads/2026/11/GearGrid_3.png) Development ### Built to quote, sell, and support We built a custom WordPress theme with WooCommerce, so buyers can add configured products to a quote request or check out online. A new resource center pulls spec sheets, assembly guides, architect files, and a filterable project gallery into one place. Client voice > The team at Perrill is the absolute best to work with, and impressed us from the very first meeting. Emily Devaney Marketing Manager, Storage Solutions Manufacturer, GearGrid ## Ready for results like these? Tell us about your business. We’ll tell you exactly how we’d grow it. 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