CASE STUDY
A Better Brand
MODERN METAL SOLUTIONS
BRAND & POSITIONING STRATEGY, MESSAGING DEVELOPMENT, EMAIL MARKETING, SOCIAL MEDIA
THE PROJECT
Specializing in high-end, handcrafted metal fabrication for stairs, rails and entrances, the company needed a brand reputation that reflected the level of expertise of the team and architectural accomplishments in their portfolio.
THE CHALLENGE
The company had been previously positioned as a small, local metal shop by their marketing firm. Messaging was attracting the wrong audience for their work, and not generating productive leads. Sales efforts were hampered by the ineffective marketing processes.
THE RESULT
The company was repositioned as a highly sought after, exclusive design firm that specialized in multi-million dollar homes and historic projects. The brand of the founder was elevated, opening opportunities for him and the company to reach the target market of architects, builders and interior designers.
A Picture Is Worth 1,000 Words
While professional photographic representation of project work in the architectural and building industry is very much the norm, one of the key positioning changes we made with the client was consistent photographic work of their brand in a general sense. By working closely with a photographic partner who was fluent in their work and the industry, we were able to establish a brand look that told the story of a contemporary company with the capability for both artistic vision and structural integrity.
We carried this positioning strategy into their portfolio, which included features in the Architectural Digest AD 100, as well as numerous awards and acknowledgements from Dwell, New England Home Magazine among others. The imagery, combined with a messaging strategy that emphasized their unique selling proposition, enhanced the prestige of the company and drew the attention of the clientele they sought.
A Contemporary Presentation
Modern Metal Solutions is a family owned and operated business with over a decade of experience in high end metal fabrication. With a team comprise of over a dozen highly skilled designers, engineers and fabrication professionals, their premium quality work can be seen throughout the United States in recognizable historical buildings, contemporary home designs and art deco restorations. We were brought in by the owners who understood the opportunities available for expanding to other sophisticated projects, but felt that the brand was preventing them from achieving these goals.
Our work includes elevating the positioning of the brand to bring a contemporary feel to the company. We help to elevate their presence in the market, as well as develop the storytelling of their projects to showcase their capabilities. We also assist with PR and thought leadership, by featuring the expertise of the owner and his leadership in the industry.
How We Built It
Modern Metal Solutions sought industry-standard, dependable technology solutions to facilitate their brand storytelling and lead generation. Together with their team, we have enhanced and continue to maintain these technologies to support their ongoing marketing and business efforts.
