Website and Branding for Arlington Structural Steel

For over 75 years, Arlington Structural Steel has been leading steel fabrication in the Midwest, throughout Chicago, and beyond. Their loyal employees, skilled craftsmanship, and knack for problem solving have earned them a stellar reputation among their General Contractors and partners.

But even the sturdiest of brands needs a refresh over time; and now, under new ownership, it was due time for Arlington to modernize their look. The company website was also due for a major overhaul.

Harvest Media was honored to work alongside the owners to rebrand Arlington Structural Steel and establish their online presence.

View Project

Graphic art of welder working on pipe.

A Blueprint for a New Brand

Our challenge was to capture the history and legacy of their company while bringing their style up to the present day. To start the process we interviewed the past and present owners and then wrote their brand blueprint to capture the essence of the company on paper.

“However we might choose to grow, I want to preserve the concentration of experience and skill that’s now resident at our shop ... particularly our knack for creative and cooperative problem solving. I think if we keep that, we’ll always be busy!”

—Bill Downey, Owner

We reviewed several taglines with the key stakeholders, and decided on "Your partners in steel since 1945."

With the foundation laid, we then began the logo design process, exploring type and marks that reflect the strong lines, and sturdy geometric shapes that you’d expect to find in the steel industry. We also created additional supporting collateral like business cards and letterhead.

Hard hat with logo
Truck with Arlington Steel Logo

Telling the Story with a New Website

After creating a sitemap and wireframes, we focused on telling the Arlington story and emphasizing their impressive portfolio.

Arlington’s work is everywhere, not just all over Chicago and Arlington Heights, but nationwide too. You can see for yourself.

In addition to the services and projects, we added a page for job postings to attract prospective employees.

The Big Result—a Modernized Look that Will Stand the Test of Time

Branding and design are powerful differentiators that can give a company a competitive edge. With their new look Arlington Structural Steel is ready to:

  • Attract the right leads
  • Improve their perception online
  • Impress contractors and vendors
  • Post job listings
  • And showcase their remarkable work
Logo Design for Arlington Steel

Harvest Media specializes in design and branding for the manufacturing and construction industries. We love partnering with local business who have a great story to tell. If your company is ready for a modernized look contact us to get started.

I recently hired Harvest Media to set-up a new website and they exceeded my expectations. I have hired other companies to do similar work but Harvest Media spent more time interviewing and listening. They have expert writers and staff that turned ideas and vision into print. I would highly recommend them for your next marketing project.

Bill Downey


Industry: Construction

Our Role: Branding and Design, Logo Design, Website Content, Blogs, and Copy Writing, Mobile Responsive Website Design, Custom Website Development, Print Fulfillment

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