Meet Westool Precision Products
WESTOOL PRECISION PRODUCTS, established in 1976, has earned the trust of metal products manufacturers across North America as a reliable provider of custom machining, fabricating builds, engineering, and technical solutions. Leveraging the latest design and precision machining technology, Westool delivers precision-engineered products renowned for their quality, strength, and durability. Based in a 40,000-square-foot facility in St. Thomas, Ontario, Westool emphasizes speed and accuracy in all its operations.
Westool’s success is rooted in its commitment to client collaboration from the design phase through to final delivery. With a faster-than-industry-standard turnaround time, they optimize project schedules and reduce costs for clients by consolidating all services under one roof. Under new leadership, the company is poised to elevate its brand to reflect its core values and industry standing.
Revitalizing Brand Identity with a Comprehensive Rebrand and Digital Strategy for a Leading Precision Machining Company
Westool’s Needs
With a leadership change bringing fresh perspectives, Westool Precision Products sought to overhaul its outdated brand, including a logo and a 20-year-old website that lacked mobile optimization and SEO capabilities. The company needed new brand assets, such as business cards and e-signatures, that aligned with its modernized vision. The goal was to position Westool as an industry leader, attract new customers, and appeal to potential employees.
To address these challenges, Troy Solinger, President of Westool Precision Products, reached out to Andy Bush, CEO of Bush Marketing, to explore a comprehensive solution that could transform Westool’s digital presence and brand perception.
“From our initial meeting, it was clear that Andy Bush and his team at Bush Marketing were the right solutions provider for us. They took the time to understand our unique needs, our customers, and the intricacies of our industry. Their thorough approach and dedication to our vision made them feel like a trustworthy partner throughout the entire process."
Bush Marketing’s Solution for Westool Precision Products
After an in-depth discovery session with Troy Solinger, Bush Marketing proposed a holistic rebranding strategy to revitalize Westool’s image. The objective was to develop a bold, industry-relevant brand identity and an optimized website that would enhance user experience and attract new clients.
Upon approval, Andy introduced Westool to his senior team, including Senior Copywriter Richard and Senior Designer Kier, who began the rebranding and digital transformation process with the following deliverables:
Complete Rebrand
A new logo, complementary color schemes, and a brand guide were created to reflect a bold yet minimalist aesthetic that would appeal to Westool’s target audience.
Website Design and Development
A user-centric website was designed with streamlined navigation and optimized content, crafted to enhance Westool’s digital presence and appeal to multiple audiences.
Brand Content Writing
Richard collaborated closely with the client to create clear, authoritative messaging that conveyed Westool’s expertise without overwhelming visitors with technical jargon.
Brand Assets Creation
E-signatures and business cards were designed to align with the new brand identity, ensuring consistency across all touchpoints.
“Rebranding for success is about more than just aesthetics—it's about creating a cohesive identity that resonates with your target audience. We knew that with Westool, a strong, modern approach was needed to solidify their standing as an industry leader.”
Results and Impact
The end product was met with overwhelming satisfaction from the client, who praised Bush Marketing for their excellent communication, service, and attention to detail throughout the project. The Bush Marketing team took a collaborative approach, keeping Troy Solinger and his team informed at every stage of the rebranding and website development process. The new website underwent rigorous testing to ensure it functioned flawlessly across all devices and browsers, resulting in a smooth and successful launch.
The new branding and website quickly garnered positive feedback from Westool’s customers, who found the updated look modern and professional, and from industry peers, who recognized the elevated brand presence. The revamped digital presence not only strengthened Westool’s reputation as a reliable and innovative industry leader but also positioned them as a forward-thinking company ready to meet the evolving needs of its clients. This transformation helped Westool attract new business opportunities and reinforced their commitment to excellence and customer satisfaction in the precision machining sector.
“Working with Bush Marketing from the start was a great experience. Their professionalism and understanding of our needs were evident throughout the process. We’ve had fantastic feedback about our new branding and website. It’s set a new standard for us.”
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