This was one of twelve line of business (LOB) websites designed to fit with the corporate brand of Tuthill.  The LOB websites were designed to contain 80% product content and 20% cultural content.  Navigational design was based on Voice of the Customer (VOC) sessions and usability testing we conducted.  Customer personas were created for end-users, distributors, sales reps, maintenance workers, service shops, employees, and prospective employees.  Content was organized by market, segment, application, and product to correspond to the market opportunity matrices.