Superior Metalcraft

Exemplary Craftmanship

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

Rebranding
Branding
Brand Identity
Creative Direction
Key Visuals

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. 
Images of the logo being used on paper stamp and calling card
Robust, bold, and straightforward, the overall identity reflects their hardworking culture and commitment to the highest quality of service and craftsmanship.
Image of the mask that is used in welding and image of a welder welding with metal sparks
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.

Learn more about the brand on their website.

“They did an excellent job distilling down information in a way that made sense to us. Overall, working with The Backbone was a great experience, and they hit the mark.”

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