A trusted voice, brought online.
ISEA is the association behind the world’s most trusted safety equipment brands — Cintas, Carhartt, Milwaukee Tool, Moldex and dozens more — whose members collectively protect over 124 million workers across the United States. Their previous site didn’t reflect that authority. We partnered with ISEA to rebuild it from the ground up: a modern brand, a richer content architecture, and a membership experience that runs on top of their existing platform.
The brief
- Refresh the brand system so the site feels as credible as the standards it represents
- Rebuild the public site — PPE guides, standards, advocacy, events — with clearer information architecture
- Integrate with ISEA’s membership platform so members move between the marketing site and their portal without friction
- Give staff a CMS they can actually use to publish news, reports, and event content
API integrations with the membership platform
ISEA’s community lives on a dedicated association management system at community.safetyequipment.org. The public site needed to behave like a natural extension of it — not a separate island. We built a set of API integrations that sync identity, entitlements, and content across both systems.
- Single sign-on between the marketing site and the member community, so a logged-in member sees gated resources, industry intelligence reports, and the on-demand webinar library without re-authenticating
- Member directory sync pulling the live roster of member companies into the public “Our Members” experience, so the logo wall and directory are always current
- Event registration handoff for the Executive Summit, QSSP certification, and Annual Business Meeting — users discover events on the public site and complete registration inside the member platform with their session intact
- Gated content entitlements that check membership status at the edge, serving previews to the public and full reports to members
Brand refresh
ISEA sits between industry, government, and the workers who depend on what their members make. The brand had to read as authoritative without feeling bureaucratic. We evolved the identity around a confident navy palette, a modern editorial sans-serif, and a photography system built on real worker imagery — head-to-toe, across every environment their members protect.
- Refined color system anchored by ISEA navy with safety-forward accents
- Editorial type pairing tuned for long-form standards and policy content
- Icon set organized by body-part protection category — head, eye, hand, foot, respiratory, body — so the buyer’s guide navigates the way safety pros actually think
- Photography direction that moves away from stock PPE shots toward real work, real environments
UI/UX design
The old site buried ISEA’s best content inside a dense mega-menu. We restructured the information architecture into four clear pillars — Explore PPE, Issues & Insights, Standards, and Training & Events — each with a landing experience that tells members and the industry what they can actually do there.
- Buyer’s Guide as a searchable, filterable database of approved equipment, organized by protection category
- Standards library with clear distinctions between ISEA standards, global standards, and conformity assessment — indexed, linkable, and quotable
- Newsroom and Industry Intelligence built as first-class content types so ISEA’s research work reads as reporting, not press releases
- Events system unifying the Executive Summit, QSSP, and business meetings with member-aware registration paths
- A responsive layout system that holds up from policy deep-dives on desktop down to a safety pro checking a standard on the floor
The result
A site that matches ISEA’s standing in the industry — credible, organized, and genuinely useful to the members whose brands line the homepage. The membership platform stays where it belongs, and the public site now does the work of advocacy, education, and recruitment that the association is known for.
