Steel Rising
The Creation of a Construction Lifestyle Blog
As a part of my work as Creative Director for Sterling Steel, a Denver based construction company, I pitched the idea of creating a construction blog documenting the life of the construction team and its clients.
Note: Sterling Steel has since restructured and rebranded as Abri Builders in September 2023. I currently still work on their website and social media.
-
Steel Rising’s intent is to be a blog where readers go to be inspired. It would highlight the construction company’s team, clients and the stories that come along with their projects. The goal was to provide a transparent and personalized insight to Sterling Steel.
-
A beautifully designed, well organized blog broken into four categories allows readers to quickly find content of interest.
-
Launch items announcing the new blog were created for sharing to Sterling Steel’s audience and potential readers.
-
The social media plan involved brightly edited imagery to stay consistent with the upscale branding of Steel Rising.
The Concept
Steel Rising was a lifestyle blog showcasing the work, people and industry partners of Sterling Steel Construction. It provided a more intimate glimpse into the construction company and told the story of its clients, projects and team members. Steel Rising was intended be aspirational and leave readers inspired, while peeking interest and driving more traffic and business to the construction company’s site. The blog was unique in that it added another personal and transparent layer to Sterling Steel, setting it apart from other contractors.
Web Site Design
Since Sterling Steel put so much emphasis on design as part of construction planning, I wanted to create a beautifully designed web site with magazine-worthy photography that was informative and useful for people to read—a site people gravitated to for inspiration and home design ideas—all while being relevant to the business of construction.
Visually, Sterling Steel’s branding is strong in its logo and dark colors used. To set it apart, I used white backgrounds on Steel Rising giving it a bright, airy feel which adds an element of beauty and luxury to construction.
The Four Steel Rising Blog Categories
Steel Rising was created as its own
lifestyle brand under Sterling Steel.
Blog Launch Campaign
I was Creative Director for all aspects of getting the site launched and managed everyone from web designers, SEO professionals, copywriters and photographers. Social media posts, a launch video and email templates were created to announce the new site across all of Sterling Steel’s platforms.
Social Media
A visual and messaging plan was developed to bring the blog and its articles to social media. Images would be brightly edited to stay consistent with the upscale feel of Steel Rising, creating a beautiful, photography driven Instagram profile page.
