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 that reflects their position in the market.


A strategy plan was developed; resulting in a new branding, photo style, and powerful new key positioning statements. Design and messaging was 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, Digital, Photo Direction, Environmental Design


Digital Redesign

  • Developed new, powerful design and copy/taglines to reflect the mission critical product
  • Converted legacy CMS to new WordPress system w/custom functions
  • Directed new location photography of product and warehouse
  • Optimized the mobile experience with & customer order system