We market and sell industrial motors and related equipment to commercial end users on the internet. Since 1994, we've been the web leaders in value priced, high quality motors across the US, offering immediate availability all backed up with a professional team of service and support people.
Our target audience is the grainger/MRO crowd - plants, factories, hotels, waterparks. The internet represents an opportunity for these commercial end users to buy at factory direct prices without costly middlemen.
We are selling industrial products primarily to men so we don't want anything too girly. Also, we are an internet based business that does alot of direct mail, so we need something that will look cool across many mediums but convey a sense of competence and reinforce that we are the web people.
In general, the industrial products internet business is still very new and our buyers are a dinosaur crowd for the most part. We don't want to intimidate the new adopters who might be leery of ordering expensive motors on the net. We want to re-inforce that we do have humans answering our phones. This isn't one guy and a website.