Forging a new brand identity
Drawing inspiration from the client’s industrial roots, we built a robust digital foundation designed for customization and scalability
For over 50 years, Miller Fabrication Solutions has focused on producing high-quality parts and value-added solutions for their clients and partners. They recognized the need for a complete rebrand, with a new identity representative of their commitment to building long-term customer relationships, as well as lasting loyalty to their innovative solutions and technology.
The strategy, design, and development efforts were truly end-to-end: every aspect of the visual elements, digital touchpoints, and video collateral needed to be complementary and seamlessly aligned. We talked to stakeholders to understand the nature of their work, learning more about the metals, fire, and machinery required for fabrication at scale. Given Miller’s emphasis on reaching beyond traditional manufacturing solutions to “value-added solutions'' like logistics optimization, production scheduling, and technology-driven inventory management, we also thought systematically about making all creative assets future-proof. Every element is designed to be built upon as the company evolves and changes.
Authentic, solidly structured branding
The new logo builds on Miller’s historical brand identity, highlighting the Miller name in a classic slab-serif typeface conveying enduring strength with an industrial feel. The burnt orange color reflects the fire found in metal fabrication and Miller’s commitment to serving customers with warmth and humility. Design patterns included across Miller’s touchpoints are abstract representations of shop features: metal sheets, drill holes, and industrial hexagonal shapes.
These various branded elements were combined with an authentic and modern photographic style and extended across multiple print collateral and digital deliverables.
Fusing touchpoints on a seamless website
Our designers and developers collaborated closely to Miller’s new branding to life online with optimized interactive elements and responsive design consistent across all devices. Video and microinteractions add a deeper layer of immersion, engaging the user and inviting them into the Miller shop to learn more about values, company culture, and the nature of their work.