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GeminiA local factory with global backing is an unusual combination in Australian fabrication. Amapro’s new website needed to make it obvious.
Amapro has been making precision sheet metal in Melbourne since 1988, when two engineering businesses, Amada and Promicam, became one. Thirty-five years later it runs a 3,090 sqm facility in Dandenong South with 32 people on the floor, turning out more than 35,000 parts a month for telecommunications, defence, data centre, infrastructure, gas and heating, and retail clients. In December 2024 it joined the Prysmian Group, a global leader in energy transition and digital transformation.
The Challenge: A Brand Experience Built for a Technical Reader
The brief was specific: an elevated brand experience, led by evidence rather than adjectives.
That framing shaped everything downstream. Someone comparing sheet metal suppliers with a drawing in front of them needs the tolerance, the machine and the production capability, and a page of adjectives gives them none of it. So the site had to be organised around what Amapro can demonstrate rather than what it could assert.
The second problem was scope. Amapro serves six industries with very little overlap, and the proof that matters in defence is not the proof that matters in point-of-sale retail. The Prysmian partnership had to be present too, without swallowing the local identity the business is known for.
Building the Foundation: A Design System Before a Single Page
We built the design system first and assembled every page from it afterwards.
That order matters more on a site like this than it sounds. The content is inherently repetitive, capability after capability, industry after industry, project after project, and repetitive content built page by page drifts. One heading ends up two pixels off, one card has a different corner radius, and the overall impression becomes approximately consistent rather than consistent. On a site of eight pages assembled from the same parts, that difference is the whole quality of the finish.
So colour, type, spacing and motion live in one token layer, and every component reads from it. Nothing in the build carries a hardcoded value. Sections are built once and reused: the same statistics band, the same call to action and the same media banner appear on several pages and are edited in one place.
On top of that sits a single flexible page builder. Every page on the site, homepage included, is assembled from the same library of sections. Amapro’s team adds a page, drops in the sections they want, and publishes. There are no special templates to pick and no way to build a page that looks like it belongs to a different website.
Structuring the Proof So It Finds the Right Reader
The detail work went into how the evidence is organised.
Capabilities are grouped the way the factory actually works, not the way a marketing site usually lists them: CNC, then sheet metal and welding, then finishing and assembly. Each capability names its equipment, including the Amada ENSIS fibre laser, the HFE and EG press brakes, the EM turret punch, the Haas lathe and mill, and the OTC robot welder. Named equipment is checkable in a way that “state-of-the-art equipment” is not.
Projects are a structured content type filtered by industry, so one click on telecommunications shows telecommunications work and nothing else. The industry tiles on the homepage are generated from the industries themselves rather than hand-built, which means the day Amapro publishes a project in a new industry, the homepage, the filters and the tile all update together. Nobody has to remember three places.
And the homepage leads with the workshop. The hero is Amapro’s own chevron holding photography of their floor, their people and their parts, not a stock image of a laser cutter that could belong to anyone.
The Outcome: Eight Pages From One Section Library
The site went live with eight pages and a growing set of project case studies, each built from the shared section library.
The homepage opens with numbers rather than claims: 35+ years operating, a 3,090 sqm facility, 32 staff onsite, 100% in-house production. Below that sit four value propositions in Amapro’s own words, being engineering collaboration, agile local manufacturing, risk reduction and commercial practicality, followed by the three services, the six industries, and a route to a quote from anywhere on the page.
Capabilities carries the full equipment list. Our Industries carries filtered proof by industry. Individual project pages carry the specific job. About carries the 1988 story and the Prysmian partnership together, so the global backing reads as reassurance rather than acquisition.
On a phone the whole thing reflows to a single column, and the menu carries its own Request a Quote button so the next step is one tap from any page.
Services delivered
- Website design
- Custom WordPress theme development
- Design system and component library
- Information architecture and content structure
- Responsive design across desktop, tablet and mobile
- Project and industry content types with filtering
- Editor training documentation
Let’s start something great! Book a free consultation with Spark and we’ll talk about what your site needs to prove.
