Goldsun Wire Rope

Tianjin Goldsun Wire Rope has spent over 80 years manufacturing elevator rope, crane rope and specialist wire rope for some of the world's most demanding industries and operating in critical applications. However, their website only told a domestic story. Built for a China-based audience, the existing site didn't reflect the scale of Goldsun's manufacturing capability, engineering credibility, or ambition to compete for business across North America, Europe and India.

Goldsun needed more than a website redesign. They needed an entirely new digital strategy and internationally focused website that could stand shoulder to shoulder with the international audience they were now targeting. A website and brand voice that spoke with the authority of a global industry leader, not a regional supplier.

Working directly with Goldsun's leadership team in China from our Hamilton NZ studio, Duo Design led a complete brand and digital transformation:

• Brand positioning and tone of voice, built around the platform "Engineered for Critical Performance"
• Persuasive, SEO-rich website content across product, application, technology, quality and services pages, translating dense technical detail into clear, confident messaging for international engineering audiences
• Wire diagrams and technical product renders to visually communicate complex rope constructions and applications
• Full site design and development, structured around Goldsun's global product range (elevator rope, crane and construction rope, port rope, mining rope, and oil & gas rope)
• Art direction and brand identity, giving Goldsun a visual language that reads as premium, technical and internationally credible
• A substantial product catalogue and ongoing technical articles, extending the brand well beyond the website.

The new site and brand platform gives Goldsun a genuinely global voice. One that positions them alongside, the international manufacturers they compete with. The client's own words: the result exceeded their original vision.

This project reflects the kind of work Duo Design deliver. Going deep into a technical, unfamiliar industry, building genuine subject-matter fluency, and translating that into a brand and website that performs commercially. It's also a strong example of our agility working with international partners across time zones and cultures, delivering a world-class outcome from our Waikato base.