SFG’s fragmented digital ecosystem - marked by no central website, two separate brand sites (quikserv.com and usbp.com) with mismatched designs, inconsistent messaging around innovation, safety, and specialty solutions, and no shared narrative - diluted brand value and caused the company to appear as a loose collection of businesses rather than a unified leader. This also limited cross-selling opportunities across key industries. The new website creates a cohesive digital identity that positions SFG as the global leader in specialty fenestration, communicates a clear value proposition across all sectors, builds trust through consistent branding, and serves as a central hub for products and capabilities - supporting future growth and brand acquisitions.

Through interviews with leadership from SFG, Quikserv, and USBP, we gained a clear understanding of their shared mission, individual brand positioning, product overlaps and differences, current digital pain points, and future growth plans. A competitive analysis of leaders in security windows and doors, ballistic protection, transaction systems, and architectural specialty products revealed that most competitors lacked strong storytelling, featured inconsistent product taxonomies, offered little unified view of capabilities, and maintained dated visual designs. This landscape created a strong opportunity for SFG to stand out through clarity, modernity, and authority. User research across key industries - government, QSR, healthcare, and education - confirmed the need for clear product categories, confidence in safety and certifications, easy solution comparisons, industry-specific guidance, and an overall sense of trust and credibility.

The design strategy focused on unification, clarity, and scalability. It unified the narrative under one group with many capabilities, guided users by industry to address specific needs, emphasized visuals, certifications, and real-world use cases to show rather than tell, enabled seamless cross-brand discoverability, and created a flexible, future-proof framework capable of supporting new brands and products.

Our lead UX Designer, Researcher and Developer were responsible for the end-to-end strategy, research, information architecture, wireframes, and creation of the unified design system. We also led development of the WordPress site to ensure the design system was fully componentized, optimized for performance and accessibility, implemented a flexible CMS structure to support multi-brand content, and delivered seamless responsive behavior across all devices.

Early stakeholder feedback highlighted increased clarity in how SFG presents itself, stronger alignment between the brands, and quick, intuitive access to brands and product categories.

This project was more than a website redesign - it was a strategic transformation of how SFG presents itself to the world. By unifying the brands under one cohesive digital experience, we strengthened their market position and built a scalable platform ready for future growth and innovation.