Forging a Digital Identity for Steel Works Seattle
Service
Brand Identity Custom Web Design & Development
Client
Steel Works Seattle
Date
January 2025
Technology
Figma Adobe Creative Suite WordPress
1. About the project
OneLink Marketing partnered with Steel Works Seattle, a leading steel fabrication company with 30 years of experience, to completely transform their digital presence. They were masters of their craft, but their online brand was confusing and failed to communicate their true capabilities.
2. Services Used
To solve their core identity problem and build a platform for growth, we provided our two key services:
- Brand Identity: We conducted a deep analysis of their market position and two distinct customer profiles (B2C and B2B). This informed a new, cohesive brand strategy, messaging, and visual direction.
- Custom Web Design & Development: We designed and built a new, high-performance website from the ground up, translating the new brand identity into a powerful, intuitive user experience.
3. The Problem
Steel Works Seattle faced a major identity crisis. They had two completely different customer profiles:
- Homeowners & Architects: Seeking artisanal, aesthetic products like custom gates, railings, and stairs.
- General Contractors & Developers: Needing a reliable, large-scale structural steel fabrication partner for commercial and industrial projects.
Their old website failed to speak to either group. It mixed messages, making large contractors feel SWS was too small ("they just make gates"), while homeowners found SWS too "industrial" and intimidating. Their brand felt fractured, and their website was failing as a business tool.
4. Our Solution
OneLink Marketing focuses on creating a single, powerful brand identity delivered through a strategic, custom-designed website.
Step 1: Unifying the Brand Identity
First, we solved their messaging problem. We developed a core brand strategy around the concept of "Masterful Steel at Every Scale." This new identity celebrated their dual expertise, positioning them as a single, sophisticated firm that could handle both intricate custom work and large-scale commercial structures with equal precision.
Step 2: Designing a Purpose-Driven Website
We translated this new brand identity into a custom website. The core of our web design was creating two distinct user journeys:
- From the homepage, users are immediately guided to two clear paths: "Custom Metalwork" (for B2C) or "Commercial Services" (for B2B).
Step 3: Engineering a Segment-Specific User Experience (UX)
Our web development and UX design focused on building out these two paths to serve their specific audiences:
- The Commercial section was designed to build trust with B2B clients. It features technical language, highlights their advanced technology (CNC, automated beam lines), and showcases large-scale case studies. The primary call-to-action is "Get a Bid."
- The Retail section was designed to inspire. It functions as a beautiful, visual portfolio, emphasizing craftsmanship, aesthetics, and the collaborative design process. The primary call-to-action is "Schedule a Consultation."
