Briggs Plumbing

Project Overview

As a longstanding name in the plumbing industry, Briggs Plumbing is known for durable products and a commitment to reliability. Over the years, the company has built trust through craftsmanship and service, but its outward-facing presence had begun to lag behind. Its brand identity was lacking, and its website and digital assets failed to capture the modern capabilities of the company.

When Briggs partnered with ALINE for a brand expansion and a new website, the goal was clear: transform a legacy brand with limited depth into a fully realized identity, and build a digital experience that truly reflected who they are—not just what they do. They needed a website and brand story that both conveyed their heritage and engaged modern B2B and B2C audiences online.

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The Work

Redefining the Briggs Brand

We began by diving deep into the existing Briggs brand—exploring not only their current identity but also their target audience and position within the plumbing market. Our team identified core elements that spoke to Briggs’ long-standing heritage and reputation for quality craftsmanship, while also uncovering opportunities to better connect with their audience. From there, ALINE introduced additional visual elements and brand expressions to help add depth, movement, and consistency to the existing wordmark.

A Smarter, More Engaging Website

With a fully deployable brand identity now in place, our team turned our focus to bringing it to life through a modern, high-performing website experience. We reimagined the site from the ground up—designing a site that balanced usability, visual appeal, and technical performance aiding the primary function of product display. Every element was crafted to make the experience intuitive for users while reflecting the renewed confidence and craftsmanship of the Briggs brand.

Pages were thoughtfully optimized for both search visibility and user engagement, ensuring customers could easily find detailed information, specifications, and inspiration. The result was a digital experience that not only improved navigation and accessibility but also strengthened Briggs’ connection with its audiences, from homeowners to professional partners alike.

Just one month after launch, the numbers tell a powerful story of performance and engagement. These early results demonstrate how an optimized, user-focused website can make a measurable difference — driving not just traffic, but meaningful interactions and quality leads while positioning Briggs Plumbing for continued digital success.

9341

total page views

62.15%

engagement rate

3270

organic impressions for product pages

Giving Life to a Utilitarian Product

Lifestyle imagery focuses on real people using Briggs products in warm, natural environments—showcasing durability, comfort, and the rhythms of daily life. These visuals establish a sense of modern confidence, while taglines like, “A tradition of quality. Ready for tomorrow.” demonstrate a seamless link between the brand’s heritage and its forward-looking innovation.

Working with the ALINE team was an incredible experience from start to finish. They took the time to truly understand who we are as a company—our heritage, values, and the customers we serve—and translated that into a brand and website that finally reflect the depth of Briggs Plumbing.

Josh Rush, Director of Marketing

An Integrated approach

The new Briggs Plumbing website demonstrates what’s possible when brand strategy, design, and technology come together. With a refined visual identity and intuitive product access, the site provides a seamless experience that engages users and converts interest into action. Armed with a website built and optimized for driving results, this heritage brand is ready to lead the way when it comes to digital access to plumbing products and resources!

Elevate Your Brand + Website

Ready for a website that delivers real results? Connect with ALINE to start creating a measurable digital impact that turns digital potential into performance!

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