How we helped Lippert clarify, consolidate, and future-proof its brand and site portfolio, paving the way for global rollout and post-acquisition integration.
Lippert is a $3B+ global manufacturing company serving OEMs, dealers, and consumers across industries like RV, marine, automotive, rail, and housing. Its brand portfolio includes 50+ owned brands, ranging from product-specific marques to lifestyle brands and international subsidiaries.
With rapid growth, both organic and through acquisitions, Lippert faced a familiar challenge: a fragmented digital presence. The company maintained dozens of websites, many on legacy platforms, and the brand architecture had become difficult to navigate—for both internal teams and end users.
Lippert’s internal teams had a strong intuition that consolidation was needed, but the path forward was unclear. Should all brands live under Lippert.com? Which brands were truly consumer-facing versus dealer- or OEM-oriented? And how should the digital roadmap accommodate future acquisitions?
The brand architecture didn’t reflect how customers think or shop. Internally, there was also platform sprawl and technical debt as a result of one-off brand websites launched over time using different stacks.
There was a clear need for an objective, customer-informed, and scalable brand strategy, one that could support Lippert’s vision of digital leadership while also reducing complexity and cost.
Vaimo led a dedicated Brand Strategy Discovery track to define the digital role of Lippert and its brand portfolio.Working closely with Lippert’s digital, marketing, and business leadership, we evaluated current sites, platforms, audiences, and performance.Our mission: deliver a customer-first brand architecture and digital roadmap that aligns with Lippert’s business goals and provides a repeatable model for future brand decisions.
A hybrid brand architecture model tailored to Lippert’s business
Strategic criteria for when a brand needs its own site versus integration
Consolidation roadmap for legacy brand websites
Clear content and commerce roles for Lippert.com vs. brand sites
Strategic direction for future acquisitions and onboarding
Tech stack rationalization strategy to reduce platform sprawl and maintenance burden
This brand strategy work aligns directly with the Global Website Strategy’s goals to:
Consolidate 50+ sites into a scalable and flexible ecosystem
Enable faster time-to-market for acquisitions and product launches
Deliver a clearer, more intuitive experience for all customer types
Reduce the complexity of managing platforms and teams
Establish Lippert.com as the central digital hub for the business
Strategy & Facilitation: Vaimo
Client Stakeholders: Lippert Digital, Marketing, M&A, Brand Teams
Outputs:
Brand architecture model
Consolidation roadmap
Acquisition onboarding framework
Platform rationalization plan
Strategic playbook for brand site governance
PJ Utsi, Co-Founder & Chief Creative Officer at Vaimo
PJ Utsi is co-founder and responsible for driving the company’s commercial strategy and growth.
