Technical Toolkit
  • Design: Adobe Creative Suite (Photoshop, Illustrator, InDesign)
  • Development: HTML, CSS, Bootstrap
  • Collaboration: Content
The Brief

01. The Challenge

All American Metal Fabrication makes sheet-metal parts for manufacturing runs plus furniture, fixtures, and finishes. They needed to look established and capable of mass production — Made in America, not hobby-shop.

02. The Strategy & Role

I built brand and materials that shouted “We are American made” then stayed for the course-correction:

  • Vectorized / modernized logo + new branding.
  • Responsive website plus business cards, folder, and 3 bi-fold brochures.
  • Post-launch B2B messaging to technical mechanics, commercial builders, industrial architects and interior designers pivot after they dropped the B2C flood of small custom jobs.
Visual System
Mood Board
Sell Sheet
✦ ID
✦ Brand Expansion
✦ Brand Unification
✦ Sales Assets
✦ Marketing Collateral
✦ Web Design
✦ Web Development

04. The Results

Launch pulled in too much B2C. They pivoted to B2B manufacturing — where the margins lived — and I updated the site and print to match. Once the marketing matched the customers they actually wanted, growth followed the profitable path.

Up Next
MOS Finishing
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Getting the wrong leads because the brand talks to everyone? Let’s aim it at the customers worth keeping.

Say Hi

Let’s make something that scales.

tsmilliedesign@gmail.com
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