Peak Engineering came to us with a simple, straightforward request: they needed a website. Their vision wasn’t exactly crystal clear—they just knew they wanted something that would showcase their business activities, boost their professional image, and help clients find them easily.
Scope Assessment
During our initial session, it became clear that the young partners at Peak Engineering were bursting with enthusiasm, having recently taken over the business. They had created their own logo, inspired by a well-known brand :) This could lead to legal issues and brand confusion—definitely something to avoid.
In our Scope Assessment session, we aimed to dig deeper than their initial request. We engaged them in a thorough discussion to uncover their goals, challenges, and vision for the future. This deep dive allowed us to understand their perceived needs and identify the bigger picture.
It also turned into an educational session, making the clients realise that what they truly needed was not just a website but a solid foundation starting with the fundamentals. We are proud of our approach and our ability to explain this clearly.
From this insightful session, we crafted a detailed proposal that went far beyond just a website (and their initial budget). We proposed a comprehensive strategy that included branding strategy and a website development.
We are particularly proud of the fact that this young, 23-year-old business owner was able to grasp this information and dared to choose such a profound and ambitious path forward. The client was on board, and we set off with a clear roadmap to achieve their business objectives.
Discovery Session
Our Discovery Session, a deep dive that usually runs up to 4 hours, kicks off with the client filling out a detailed questionnaire. Once we’ve reviewed their responses, we schedule a workshop to really get into the nitty-gritty of their needs and objectives.
For Peak Engineering, this session was all about understanding their target audience and future vision. We conducted a thorough interview to get a clear picture. It quickly became evident that their strategy wasn’t about offering the cheapest services. Instead, they focused on delivering high-quality work that accounted for all associated risks, naturally positioning them in the premium market segment. This meant they needed a brand strategy and website to match.
A common misconception is that their industry mainly caters to blue-collar workers, but our insights showed that key decisions are actually made by architects and company managers. So, we identified these decision-makers as our primary target audience.
This comprehensive discussion helped us pinpoint the key elements for a successful narrative and branding strategy. By deeply understanding their operations and positioning them effectively, we aimed to elevate their brand to reflect their premium market aspirations.
Branding Strategy
When Peak Engineering approached us, they had clear business goals and boundless enthusiasm, but their vision wasn’t entirely fleshed out. They faced a significant challenge: their original name, "Peak Engineering," was too generic to be trademarked. It lacked the distinctive quality necessary for strong brand recognition and legal protection. Our first recommendation was to change the name to something more unique and memorable. However, the client was attached to their name and hesitant to make a change.
To overcome this hurdle, we came up with a solution: instead of changing the name, we would enhance it with a bold and memorable brand statement that could be trademarked. This approach would retain the client's original name while adding a distinctive, trademarkable element to it. Our creative team embarked on an extensive brainstorming process. We aimed to create a statement that was not only unique but also captured the energy and ambitions of Peak Engineering. The company, though young, was already experienced and driven by a dynamic vision. We wanted a brand statement that would reflect this spirit and set them apart from their competitors, who often positioned themselves modestly and competed primarily on price.
After numerous brainstorming sessions and iterations, we arrived at the perfect brand statement: "Weld Domination™ - Taking over the World, one weld at a time."
A clever play on words conveys a sense of ambition and global reach, while positioning Peak Engineering as a bold and forward-thinking leader in their industry.
We presented the brand narrative and the new statement to our clients in a live session. Initially, they had some reservations about the cheeky and daring tone. However, with our guidance, they recognised that this positioning would help differentiate them in a crowded market and resonate with their target audience.
The brand statement "Weld Domination™" is now in the process of being trademarked, securing a unique identity for Peak Engineering.
Branding Visuals
Our journey into the visual branding of Peak Engineering Weld Domination™ began with a thorough industrial branding research. We found that about 80% of companies in this field stick to the predictable visual ideas centered around welding helmets or people in the act of welding. But we aim higher than those first-level associations; we wanted to craft something truly unique and memorable.
Our inspiration came from the aesthetic of metal beams in various shapes and forms.
For the logo, we went with a custom word mark with subtly incorporated welding spark. This spark not only symbolises the essence of the company's work but also adds a dynamic and energetic touch to the logo. Plus, some might see the logo as depicting a mountain peak, tying it back to the name "Peak Engineering."
The visual elements, including the logo, fonts, and patterns, were designed to evoke a sense of precision, innovation, and premium quality.
Our brand book is more than just a set of guidelines; it's a reflection of Peak Engineering identity. By detailing the visual elements and their application, we ensure that our brand's essence is preserved and communicated effectively. It’s a vital tool for maintaining brand's integrity and reinforcing its position in the market.
Website Design and Development
Crafting Peak Engineering's website structure involved a meticulous process integrating client insights, detailed questionnaires, and a comprehensive content strategy. We prioritised user experience, ensuring intuitive access to information about their services and expertise.
With everything set—the strategy, content, website structure, and the brand book—we dived into the exciting part: unlocking our creativity.
Being the "first premium welding company in the world" 😀 (in our hearts and plans, at least!) meant we had some high standards to meet.
To create a web presence that stood out like a welding spark in a dark room—distinctive, sharp, and memorable. The visuals we crafted are the real showstoppers: bright, elegant videos and a colour palette of black, white, and UV-blue. But the highlight? Those metal beams from our brand book, brought to life with some slick animations. It’s like adding a touch of magic—unexpected yet perfectly fitting. And there you have it—a seamless blend of professionalism and visual flair that leaves a lasting impression.
Despite not needing extensive use of special Wix business solutions, we leveraged the power of Wix Studio to build a fully responsive and animated website without a single line of code. While mastering these skills takes time (and possibly a few late nights), Wix Studio offers unparalleled possibilities, allowing us to achieve our design goals with flair and finesse. It's a premium design without the premium price tag! (Stay tuned to uncover the project's price tag 😀!)
SEO
We carefully evaluated the necessity of advanced SEO efforts and concluded that a foundational approach was sufficient to meet their goals. Considering that the owners were not prepared to invest time in extensive SEO tactics, such as advanced research, content plan, writing articles, and link distribution, we focused on essential SEO practices: clear copy, simple structure, meta tags, titles, and alt texts, along with a well-optimised Google Business Profile.
Our decision was based on our expertise and experience, which indicated that for their specific field and region, basic SEO would provide adequate visibility and audience reach. This approach ensured efficient use of resources while achieving the desired coverage and client engagement for Peak Engineering.
Project Investment and Timeline
25 000 AUS
2 months
Client Outcomes
Peak Engineering received a comprehensive brand overhaul that included a compelling brand narrative, unique visual identity, detailed brand book, and a professional website. Their bold new brand statement, "Weld Domination™," and their strategically positioned premium market presence set them on a path to stand out in their industry.
