Sterling Steel Construction
Sterling Steel was a boutique construction company located in Denver, Colorado. It focused on luxury home renovations and new construction with an emphasis on design as a necessary component of the planning process. I was the Creative Director for the company since it formed in 2018. My work for them can be broken into two parts: my creative work on the brand and strategic thinking for the marketing of the construction company and the creation of its lifestyle blog, Steel Rising, which is discussed here in my portfolio.
Note: Sterling Steel has since restructured and rebranded as Abri Builders in September 2023. I currently still work on their website and social media.
Sterling Steel
Building a brand during the growth of a new company.
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Created an upscale online presence to parallel Sterling Steel’s target clientele.
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Developed engaging content that gave Sterling Steel relevance as a construction leader in the Denver market.
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Creative directed video production and provided story strategy for filming. Created a variety of digital ads for social media advertisements.
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Print collateral was designed with the established brand image such as portfolio look books, lawn signage, and business cards.
Sterling Steel Website
When the company was formed, all it had in existence from a branding perspective was a logo. It needed an upscale online presence to parallel its target clientele. As with any brand, a web site is often a customer’s first experience with a company. And because Sterling Steel was a service related industry without a store front, this was particularly true for them. I developed a site that was easy to navigate, highly visual and allowed potential customers to quickly view what this construction company had to offer.
Social Media & Digital Campaigns
A social media plan was implemented to further visually illustrate the brand and tell potential clients the construction team’s story. The goal was to create engaging content that gave Sterling Steel relevance as a construction leader in the Denver market. I was Creative Director on all copywriting and media creation in the social media planning which included video production, reels and cohesive images. Sterling Steel was heavily focused on building its Instagram presence, but this messaging was implemented across all of their social media platforms: Facebook, YouTube, Pinterest, Google, etc.
Video Production & Creative Direction
In 2021, filming and video production was prioritized to tell the story of the company. Here is a Meet the Company video that I created for Sterling Steel. I directed these videos from a creative perspective bringing in videographers, photographers, props and make-up artists. I worked closely with the videographers on site during filming, created the filming schedules and developed the overall strategy on how to direct the video.
Digital Ads & Content for Social Media
Directing the creative strategy of professional video intended as social media content was essential in building Sterling Steel’s Instagram following and driving traffic (and customers) to their web site. In addition to IG Reels, I created multiple digital ads to run on Facebook promoting the services of the construction team.
Marketing & Print Collateral
Various print collateral was designed for Sterling Steel all keeping in line with the established brand image: portfolio look books, lawn signage, and business cards to name a few. A brand guidelines document was also created to ensure the integrity of the brand and guide vendors and employees on how to use branding in their communications.
