+208% Increase in Web Traffic After Digital Rebrand

Branding, Manufacturing

A pillar of the Southern California community, Phillips Steel was held back by an outdated brand and a generic website that failed to differentiate them from competitors. A comprehensive digital rebrand focused on creating a modern visual identity and an immersive, user-centric web experience resulted in a 208% increase in web traffic. See full case study.

About Philips Steel

With branding, BSA improved the reliability, performance, and uptime of Philips Steel

Rooted deeply in Southern California since 1993, Phillips Steel stands as a pillar of community commitment in Long Beach, dedicated to ensuring the success of their customers. To take the competitive edge with local and national brands in the digital age, they needed a modern brand identity and website that matched their stellar reputation for service and integrity.

Services Rendered

UI/UX Design

This is the heart of our design process. We obsess over your users to make their journey on your site smooth and logical (UX), while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

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An Outdated and Uncompetitive Brand Identity

Phillips Steel’s brand visuals were outdated and failed to capture its advanced capabilities. This was made worse when a local competitor began using the same website template, creating market confusion and eroding their unique identity.

A Flat and Unengaging Website Experience

The existing website experience was flat and lacked the dynamic elements needed for enhanced user engagement. The content presentation and navigation were not optimized, failing to tell a compelling story or hold visitor attention.

An Ineffective Digital Strategy

The company’s content lacked optimization and was not guided by a cohesive digital strategy. This made it difficult to connect effectively with their target B2B audience and leverage the website as a tool for growth.

The Solution

A Comprehensive Visual Brand Refresh

We established the brand’s first-ever visual standards to match their spirit of integrity and innovation. This included creating a new logo, modern iconography and typography, a professional color palette, and clear usage guidelines to ensure brand cohesion.

An Immersive and Responsive User Interface

We designed a mobile-friendly user interface inspired by modern social media to enrich their brand storytelling. The new UI uses interactive elements, a sticky “smart menu” for clear navigation, and strategic calls-to-action to boost user engagement.

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A User-Centric and Tailored Navigation

Blacksmith refined and streamlined the website’s navigation to allow different users (such as local and national brands) to effortlessly self-identify. This ensures that content resonates with each specific audience segment, guiding them to the information they need.