Excellence in steel fabrication
In 1974, brothers Jim and Dale Lawrence started Lawrence Brothers Welding out of a three-car garage located in Bluefield, Virginia. Forty-six years and three generations later, Lawrence Brothers, Inc. now occupies an 80,000+ sq. ft facility with 60 employees and has become one of the region’s premier metal fabrication and engineering companies.
In October of 2019, Lawrence Brothers contacted us about producing an innovative website that would advertise their services and allow them to sell the unique designs that come from their workshop. The services we performed for them soon expanded to a full brand development package that gave the business a sleek new identity.
Capturing an innovative identity
It was crucial for this brand identity to convey the innovative and dynamic nature that has defined LBI for generations. Starry Eyes produced a full branding package that referenced the finished pieces Lawrence Brothers, Inc. produce and the state-of-the-art techniques they use to cut and shape their designs. The logo lock-up and brand mark had to be versatile enough to be used on everything from stationery to company apparel. Our designers put together, not only a full logo suite, but also a comprehensive style guide to ensure LBI maintains a cohesive and effective brand identity.
This new branding identity brought excitement and energy to the business, but any operation needs more than just a logo for clear brand communications. No matter how innovative and exiting a brand refresh is, it’s not going to be successful if it’s not used consistently across online platforms and print materials, that’s why we pair every brand development job like this with a full style guide. This guide contains everything from your brand insights, such as audience and industry research, to details about brand strategy and visual identity. This included the color codes and typefaces we used to build the brand, as well as specific usage guidelines to ensure the best presentation for Lawrence Brothers Inc.
Creation in Action
At the beginning of our web development process, The Starry Eyes team traveled to LBI’s campus to capture photo and video of their employees and machinery in action. This unique and dynamic content creates a highly eye-catching look for the website that ties the whole project together. It took several photo shoots to document their expansive facilities and all the exciting techniques and equipment that power their work.
In the Center of the Action
The hard lines making all the materials and equipment provided a different photography experience for us, as we are more familiar with food photography. The LBI staff guided us through their campus and gave us front row seating to capture all their fabrication machinery, including robotic welders, fiber-optic lasers, and plasma torches. This tour was an unforgettable experience and gave us one of the most exciting photography projects we’ve undertaken.
A Website Worthy of Industry Leaders
At the beginning of our web development process, Starry Eyes Media traveled to LBI’s campus for a meeting and a photo shoot to capture all the unique strengths that have made the business such a success. This unique and dynamic content makes for a highly eye-catching look and ties the whole website together. We produced a site carefully designed to showcase LBI’s innovative services and their long track record of excellence in steel fabrication.
A key component to this website is the online shop designed to enable LBI to offer an innovative service. The shop will feature their unique metal decor and bespoke creations available to order. This capability allows LBI to increase their range of services as well as make use of leftover metal to decrease waste and make products customers will love.