JC Metalworks - realigning with the offering

The overall aim for JC Metalworks was to focus the Homepage and Services page around their end-to-end service offering. We streamlined the messaging on their homepage to be more concise, as well as refreshing their look and feel. This refresh didn’t touch their logo but instead looked at warming up their colour palette and evaluating their messaging hierarchy.

For them, identifying the offering was a turning point and then communicating that clearly was something that not just JC struggled with, but many brands who live too closely to their business day to day.

This was really important for JC Metalworks, as previously this had no stand out or indication that they offered this. We brought their end-to-end service offering to life using custom icons with the ruler device taken from their logo to hold this together, hinting at the linear process. We also introduced a supporting chevron graphic to help with this which is used both right-facing and downwards facing to help guide the user down the page. This chevron device also lends itself to be used to pull out key points.

As always we immersed ourselves with JC Metalworks and its audience. We spoke regularly to the JC team, frequent visits to their offices including a full factory tour from their commercial manager Neil to follow the journey of a product right from design through to dispatch.

This clarity of offering and brand evolution will be dispersed through all their comms over the coming months with phased updates, using the new visuals and enriched colour palette to enhance and clarify messaging.