Granite State Business Holdings
A scalable digital system for a growing portfolio
Services
Building distinct brands
on a Shared Foundation
Overview
Granite State Business Holdings needed a digital system that could grow with its portfolio without requiring a completely new website every time a business was acquired.
We created a shared multisite framework for GSBH and its operating companies, giving each business the flexibility to maintain its own identity, content, and market position while benefiting from a common underlying system.
The result is a scalable digital foundation that supports the way GSBH operates: strengthening the businesses behind the scenes without erasing the local names, relationships, and identities that made them valuable in the first place.
Our Role
We partnered with GSBH on the strategy, brand systems, and web architecture behind a growing portfolio of companies.
Our work included developing the shared multisite framework, creating reusable layouts and components, establishing new identities for GSBH and Amplex Electric, refining the visual direction of existing brands, and shaping each company’s digital presence around its own services, customers, and markets.
This approach gives GSBH a repeatable system that grows with the portfolio, without starting from scratch at every acquisition.
Multisite
Architecture
Built once. Adapted across the portfolio.
GSBH’s model is simple: centralize finance, HR, IT, and insurance, and keep the brand, customer relationships, and field teams local. We built the web architecture to draw the same line. Hosting, security, updates, and shared components live at the center. Identity, voice, and content stay with each company.
Rather than treating each company as a standalone web project, we created a common website architecture that could be adapted to fit each business.
The underlying framework, components, and core functionality remain consistent, while content, imagery, brand elements, and page structures can be tailored to each company. That gives GSBH the efficiencies of a shared system without making the individual brands look or sound the same.
Shared Structure
A common information architecture and navigation system create a reliable foundation while allowing each company’s content to reflect its own services, markets, and customers.
Reusable Page System
Flexible templates and components make it easier to build and expand sites without recreating common functionality for every business.
Flexible Brand Layer
Typography, color, imagery, and content can change from brand to brand, giving each operating company its own personality within the shared system.
New Brand Identities
Building New Identities for GSBH and Amplex
We developed new visual identities for Granite State Business Holdings and Amplex Electric, giving each a clear presence designed around a different role and audience.
For GSBH, the identity needed to support a growing holding company and its acquisition strategy. For Amplex, the work carried more than 25 years of reputation into a new name and a stronger foundation for a commercial and industrial electrical contractor serving Southwestern Virginia and Northern North Carolina.
Each identity stands independently while fitting naturally within the broader portfolio.
Existing Brand refinement
Refining Established Brands Without Losing Recognition
For established companies like Ray’s Electric and Yankee Electric, the goal was refinement rather than reinvention.
We created clearer visual standards and a more cohesive art direction while preserving the recognition and local identity each company had already built. Typography, color, imagery, and branded applications give the companies a more consistent presence without making them feel like extensions of the parent brand.
“The goal wasn’t to make four companies look the same. It was to build a system that could scale while giving each brand enough room to stay recognizable, local, and distinct.”
Featured Work
