Motor City Electric
Overview
Motor City Electric Co. has spent nearly a century powering some of the nation’s most complex infrastructure, yet its digital presence no longer matched its scale or legacy. Subsidiaries lived on separate microsites, core capabilities were hard to find, projects lacked visibility, and recruitment pathways were unclear. The challenge was far greater than building a new website, it was creating a single digital ecosystem capable of representing a multifaceted brand with thousands of employees, dozens of specialties, and nearly 100 years of expertise. CRIMSON’s task was to merge storytelling, UX, and technology into one cohesive platform that reflected the true strength of Motor City Electric Co.
Capabilities
Content & Messaging
Web Design & Development
User Experience Design
Web Copywriting
What We Did
CRIMSON approached the project as both a brand evolution and a structural rebuild. Through stakeholder interviews, competitive analysis, UX audits, and content evaluation, we identified the clarity and simplicity users were missing. We then reimagined the entire site architecture, consolidating six subsidiary businesses into a unified digital structure while maintaining each division’s distinct identity.
We modernized more than 20 capabilities pages, rewrote and redesigned over 60 case studies, and refreshed key content areas from safety and quality to leadership, community impact, and careers. The new visual system honored Motor City Electric Co.’s industrial roots while elevating the digital experience with updated typography, color, and optimized imagery.
On the technical side, we built a custom WordPress platform with flexible templates, improved search, mobile optimization, accessibility support, and scalable structures for future growth. With extensive copywriting and new wireframe templates, every page was rethought to work harder, clarifying services, showcasing expertise, and strengthening the unified brand.
Results
The new website transformed a fragmented digital footprint into a cohesive, intuitive platform that finally reflects Motor City Electric Co.’s strength, scale, and reputation. Users can now navigate capabilities effortlessly, explore projects in depth, and understand the organization in a matter of clicks. Subsidiaries that once felt disconnected now live within a unified architecture that enhances clarity and credibility.
The experience communicates exactly who Motor City Electric Co. is: a full-spectrum electrical contracting powerhouse with unmatched capabilities and a century of impact. The modernized careers section now serves as a true recruitment gateway, and the scalable platform ensures the brand can continue to grow digitally.
