Excalibur Industries

Excalibur Industries is a service-disabled veteran-owned business specializing in precision-engineered custom challenge coins for military units, federal agencies, and elite organizations. The project involved a full redesign and rebuild of their existing WordPress site, repositioning the brand away from generic coin manufacturing toward a higher-end, engineering-driven identity.

The site runs on WordPress with WooCommerce for product sales, built entirely in Bricks Builder using custom HTML/CSS code elements rather than drag-and-drop components. A custom design system was developed from scratch — including typography, color variables, button variants, section layouts, and reusable component patterns — to ensure a consistent, premium feel across every page.

The Challenge

The client's previous site looked indistinguishable from dozens of competing coin vendors. There was no clear differentiation, no story behind the process, and no content supporting organic search. The brand positioning did not reflect the actual quality and precision of the work being produced. Clients with high standards — military units, government agencies — had no reason to choose Excalibur over a cheaper competitor.

Our Approach

We rebuilt the site with a clear engineering-first brand position. A dedicated Engineering Pipeline page walks visitors through the full production process — concept, die creation, striking, finishing, and inspection — using original process photography and a structured 5-step layout. Authority pages covering challenge coin history, manufacturing, and custom coin options were built to support SEO and establish credibility. The design uses dark backgrounds, military-influenced typography, and precise layout structure to signal quality without stating it outright.

Results

The new site launched with a distinct visual identity, expanded content structure, and a clear brand narrative that no competitor in the space is using. The engineering pipeline page gives sales conversations a visual reference point. Authority content pages provide a foundation for organic search growth in high-intent terms. The client now has a platform that reflects the quality of the product being sold.

Project Screenshots

Project Details

Client

Excalibur Industries

Category

WordPress

Year

2026

Tech Stack

WordPress WooCommerce Bricks Builder Custom PHP Custom CSS

Live Site

xclibr.com →