OVERVIEW

ACE Metal Crafts Company is a stainless steel fabrication company which provides fabrication, machining and value engineering solutions for industries requiring sanitary stainless steel components. Launched in 1960, ACE invented many techniques which are now standards in sanitary stainless steel fabrication.

While ACE was well-respected within the metal fabrication industry, their marketing focused inward, on what they produced, rather than providing potential clients with company capability information in a manner that resonated.

CHALLENGE

The existing website and marketing lacked a consistent message. ACE’s branding required a complete overhaul, including their logo, tagline and ultimately, their website.

SOLUTION

Custom Direct developed a consistent narrative for the ACE message, including a comprehensive brand redesign and re-positioning initiative. By providing in-depth research, interviews and development of customer profiles, CDI integrated these findings into a new ACE logo, tagline, imagery, brand guide as well as a completely redesigned website with customer-focused content.