A Powerful New Brand
that’s as strong as steel

Client: Sullivan Steel Service

Sullivan Steel is a distributor of aerospace steel for critical aircraft parts. The rebranding effort emphasized a strong, powerful image and messaging that reflects the critical nature of their product’s use.


A strategic plan was developed; resulting in new branding, photo style, and powerful new key positioning statements. Design and messaging were carried out across all digital, advertising, marketing, and trade show needs; elevating the company’s image to a level not seen in this industry. The new design effort helped spur exponential growth in sales and exclusive partnerships.

My roles in the project:

Strategy/concept, Brand Design, Art Direction, Copywriting, Web Design, Photo Direction, Environmental Design


Brand Rollout

Digital Redesign

  • Developed a new, powerful design that reflected the strength of their product line
  • Wrote new tagline/positioning statement reflect the mission critical steel
  • Converted legacy CMS to new WordPress system w/custom functions
  • Directed new location photography of products and warehouse

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