Excellence In Steel Fabrication
A great example of American entrepreneurial success; 46 years after Jim and Dale Lawrence started Lawrence Brothers Welding out of a three-car garage in 1974, Lawrence Brothers, Inc. is now the region’s premier metal fabrication and engineering companies. They now occupy an 80K+ SQFT facility with 60 employees.
In October of 2019, Lawrence Brothers contacted us about producing an innovative website that would advertise their services and allow them to sell the unique designs that come from their workshop. The services we performed for them soon expanded to a full brand development package that gave the business a sleek new identity.
Capturing An Innovative Identity
With this brand identity, we needed to convey the innovative and dynamic nature that has defined LBI for three generations. Starry Eyes produced a full branding package inspired by products LBI manufactures, along with the state-of-the-art tools and techniques they use to cut and shape their designs.
The lock-up logo and brandmark had to be versatile enough to be used on everything from stationery to company apparel. Our designers put together a full logo suite and a comprehensive style guide to ensure LBI maintains a cohesive and stark brand identity.
This new branding identity brought excitement and energy to the business, but any operation needs more than just a logo for clear brand communications. No matter how innovative and exciting a brand refresh is, it’s not going to be successful if it’s not used consistently across online platforms and print materials.
We recommend establishing guidelines on how to use new branding in print and digital mediums. That’s why we include a brand style guide with every brand development project we produce. When we develop brand style guides, we cover everything from brand insights, such as audience and industry research, to details about brand strategy and visual identity, like color codes and fonts, and usage guidelines for the logo set. With a well-defined style guide, our clients can easily handoff their branding to staff and affiliates involved in creating collateral and other company materials.
Creation In Action
At the beginning of our web development process, The Starry Eyes team traveled to LBI’s campus to capture photos and videos of their employees and machinery in action. This unique and dynamic content creates a highly eye-catching look for the website that ties the whole project together. It took multiple photoshoots to document their expansive facilities and all the new techniques and equipment that power their work.
In The Center Of The Action
The hard lines making all the materials and equipment provided a different photography experience for us, as we are more familiar with food photography. The LBI staff guided us through their campus and gave us front row seating to capture all their fabrication machinery, including robotic welders, fiber-optic lasers, and plasma torches. This tour was an unforgettable experience and gave us one of the most exciting photography projects we’ve undertaken.
A Website Worthy Of Industry Leaders
This unique and dynamic content we developed for LBI’s new site makes for a highly eye-catching look and ties the whole website together. We produced a site carefully designed to showcase LBI’s innovative services and their long track record of excellence in steel fabrication.
A significant component of this website is the online shop designed to enable LBI to offer an innovative service. The shop will feature their unique metal decor and bespoke creations available to order. This capability allows LBI to increase its range of services and make use of leftover metal to decrease waste and create products customers will love.
Problems We Solved
LBI wanted to begin taking their scrap metal and recycle it into gift shop items they could sell online, but their old website was built with Adobe Flash, an outdated software that will soon no longer be support by major browsers like Google Chrome. The site was hard to navigate, it wasn’t representative of their level of quality, and neither was their branding.
We assessed the situation and were quickly able to produce a full branding package and a user-friendly e-Commerce website that features credit card processing and shipping capabilities.
Our Favorite Aspects
The excitement and energy the team at LBI provided was refreshing. They genuinely enjoyed the process and were very appreciative, which makes our job more rewarding. We also enjoyed the inspiration we sourced from the hard lines of all the materials and equipment at LBI.