A full-scale rebrand for Pathfinder Manufacturing, a precision machining leader in Everett, WA
Pathfinder Manufacturing is a leader in the precision machining, fabrication, and assembly of high-quality parts and equipment for a range of industries. In addition to providing a convenient and reliable cradle-to-grave solution to commercial and governmental organizations, their apprenticeship program helps at-risk youth unlock their potential and gain valuable work experience.
The Problem
Pathfinder’s former branding was heavily focused on their charitable cause and did not position them as powerful leaders in their industry. They needed a brand revamp in order to highlight the quality of their work and their impressive experience, rather than just their mission. Additionally, Pathfinder wanted to branch out beyond aerospace and begin attracting customers in new markets, including automotive, defense, marine, space, agriculture, energy, and medical.
Pathfinder’s former website was bulky, difficult to navigate, and dated in its design. The site architecture and excess of information made it challenging for visitors to find the information that they needed in order to take action. Pathfinder wanted a streamlined, modern website that would allow them to more easily connect with new customers, grow student participation, and attract staff.
How We Helped Pathfinder Embark on Their New Journey
We worked closely with Pathfinder Manufacturing (formerly known as the Workforce Development Center) to determine their goals, needs, best strategies, and next steps. Their full-scale, strategic rebrand included a new name and logo, as well as a new website domain.
We created a new brand name, brand identity, and brand positioning that more closely aligned with their objectives, hitting a more strategic balance between their charitable mission and commercial endeavours: they’re an industry-leading manufacturing company with a social cause, rather than a social cause with manufacturing capabilities. We helped them to refine and redevelop their customer journey, and worked with them to create a digital marketing plan that would achieve their goal of expanding into new markets.
For their website, we developed an entirely new architecture that was optimized for ease of navigation. After auditing their current content, we created a content plan that would emphasize the commercial aspect of their business, while still providing space to showcase their charitable mission. We created new SEO-optimized content for each page of their website, ensuring that the information was delivered in an intuitive and brand-aligned manner. Finally, we worked with Pathfinder to ensure that the website included high-resolution, well-composed images that showed off their work and their talented team!
We continue to assist Pathfinder in connecting with new customers and changing the lives of the youths in their community through website maintenance and search engine optimization.