Fifty-thousand-dollar machines, sold online.

Asset Plant & Machinery — industrial machinery ecommerce, Australia & New Zealand.

Where they started.

Heavy industrial machinery is not an obvious ecommerce category. The considered purchase is real — specifications matter, freight matters, and nobody impulse-buys a press brake — but the research absolutely happens online, and the old site didn't survive that scrutiny.

The brand read as a parts supplier rather than a machinery specialist, and the platform couldn't carry a catalogue where a single product has a page of technical detail behind it. Both were fixable, and both were costing sales at the research stage.

Treat the rebrand and the replatform as one project. A new identity on an old platform would have looked better and sold the same; a new platform under the old brand would still have read as a parts supplier at the moment of comparison.

• Branding

  A visual identity that reads as an equipment specialist — built to sit credibly alongside the machinery brands they carry, including their own Steelmaster range.

• Shopify migration

  The full catalogue moved onto Shopify, with URL mapping and redirects planned in from the start so existing search visibility survived the move.

• Product templates

  Templates that carry real specifications — capacity, tonnage, axes, controllers — without burying the enquiry path underneath them.

• Conversion path

  Pricing, stock position and the next step made explicit on high-value products, because a buyer at this price point will not go hunting for them.

Machinery was grouped the way buyers shop it — by process and capability rather than by supplier — which changed both the navigation and the search architecture.