overview
Manufacturing excellence
MI Metals has the facilities, equipment, expertise, and capacity to take on demanding aluminum extrusion work. They came to us to make sure its marketing communicated that same level of capability. We paired their new website and refreshed visual direction with photography, video, and content that make the company’s operations easier to understand and harder to overlook.
Client
MI Metals
Services
Web, Photo, Video, Writing
THE CHALLENGE
MI Metals had a long manufacturing history and significant capabilities, but their existing site wasn’t telling the full story. The site needed to better communicate the company’s scale, expertise, people, and ability to serve customers across a wide range of extrusion needs.
Our Solution
Monte built a more confident, modern experience around what makes MI Metals valuable: manufacturing expertise, capacity, people, and performance. Using clearer messaging, stronger navigation, a refreshed color scheme, photography, and video give prospective customers a much better view of the company behind the work.
the website
Reshaping a web presence
before and after
Talk about a transformation.
The old site communicated the basics. The new one communicates the business. A cleaner hierarchy, stronger visual storytelling, better mobile experience, and more confident messaging give MI Metals a digital presence that better reflects the scale and sophistication of the operation.
BEFORE
AFTER
TRANSFORMING AN IDENTITY
A palette with more punch
Industrial doesn’t have to mean gray.
We expanded the color beyond the website’s previous neutral industrial look with a palette built around deep midnight navy, energetic surge green, slate, and steel sky.
The refreshed colors keep the brand grounded in manufacturing while adding enough contrast and energy to make important information, calls to action, and imagery stand out.
REAL PEOPLE. REAL PRODUCTION.
Showcasing Capabilities
Stock photography wasn’t going to tell this story. We photographed MI Metals inside the operation—capturing extrusion equipment, finished profiles, production environments, quality work, engineering, employees, and the scale of the facilities themselves.
The resulting content library gives the website and future marketing materials something much more valuable than generic manufacturing imagery: proof.
More than machines.
We produced a company overview video that combines interviews with footage from inside MI Metals’ operations—giving customers a faster, more human introduction to the company, its capabilities, and the people behind the work.
Capabilities with Voice
A stronger website needed stronger language to match. We helped shape messaging and website content around the information customers need—moving from equipment and specifications to clearer stories about capability, manufacturing excellence, efficiency, growth, history, and the team behind the operation.