Kloeckner Metals

Kloeckner Metals, one of the largest metal manufacturing, supply, and service companies in North America, is driving the metals industry forward through the latest fabrication and processing technologies and the most innovative customer service solutions.

Web Design, Illustration, Branding, & Print

Project Overview

Collaborating on more than 70 projects, our work with Kloeckner expands across all print and digital assets. Our initial challenge was to consolidate the customer experience, and create a national branded look and feel.

In addition to a complete redesign of their primary North American site, we developed materials and creative to help showcase their line of architectural steel with an eye toward a cutting edge aesthetic and thought leadership within the industry.

A side by side comparison of Kloeckner Metals homepage before (left) and after (right) our redesign

Project Goals

  • Showcase their full range of products, services, and the industries they serve worldwide
  • Consolidate a vast branch network into a central site for a unified customer experience and brand consistency
  • Appeal as a cutting edge leader in digitalization for the steel industry

Finalized sitemap for the new website (left), User flow planning & initial wireframe sketches (right), wireframes (below)

Our Process – Web Design and Illustration

We envisioned a site redesign within the WordPress platform to present Kloeckner as an expert in steel storage, processing, and distribution. Beginning with initial research and discovery session, we conducted a content audit and created a digital roadmap.

During this process, we discovered a key goal was to highlight digitization and innovation. We also uncovered a need to present the concept of “one Kloeckner,” meaning a single source where customers and branches work together. Our team reinvisioned their website so that it could harness the power of the US company with a global footprint, creating a streamlined look and feel regardless of the branch you work with. We created an icon library and graphic identity for the types of products so customers can at a glance connect with similar products.

We collaborated with the client via a content template that directly reflected the wireframes to generate original written content, manage edits, and identify photography and illustration. This centrally located document allowed all team members to manage tasks, project status, and collaborate to get the job done.

Web Design


Our Process – Branding and Print

In addition to the redesign of their website, we rolled out all the brand across all print materials, including event promotional, logos and design for their truck fleet, swag, and trade show tchotchkes.

VR Glasses

The customized VR Glasses package includes a full-experience 360 degree video of the new Chicago location and invitation to tour the space in person

Truck Wrap


The resulting website and branding consolidates their vast line of offerings, tells a brand story, and presents the client as an industry leader. By moving the client from a proprietary CMS to WordPress, we empowered their internal team to make edits directly to their site which resulted in cost savings. By syncing their inquiry and request workflows within HubSpot we streamlined their formerly complicated lead generation process.

Let’s Work Together

We enjoy taking on smaller projects that then become larger initiatives. There’s no project too big or too small for us. We’d love to hear what you have cooking.

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