Superior Metalcraft
Exemplary Craftmanship
THE BRAND
Superior Metalcraft is a welding and fabrication shop in Chicago that specializes in custom steel fabrication. They have been in the industry for more than 10 years.
SCOPE OF WORK
Brand Refresh
Brand Identity
Creative Direction
The first part of the process was to familiarize their organization and the industry in general. In contrast to a large manufacturing company, they essentially follow the processes of a job shop, where they produce bespoke items.
The brand identity was focused on their core values, which are integrity, versatility, and creativity. The colors blue, red, and white are very all-American and symbolize the blue-collar worker.
Robust, bold, and straightforward, the overall identity reflects their hardworking culture and commitment to the highest quality of service and craftsmanship.
The narrative of them having a strong foundation continued with the integration of the blueprint concept. It shows how they are experienced steel artisans who plan everything first prior to execution. Being grounded in their core values is what drives their identity as a brand and processes as an organization.
