Type of Services: Architectural photography, website design, graphic design
Location: Chicago, IL
Delivery: High-resolution DVD data disc, archival inkjet prints
Background Information
Established in 1993, Arizona Artistic Welding (AAW) is one of Phoenix, Arizona's most popular custom metal fabrication shops. AAW specializes in custom steel fabrication of doors, gates, fences, architectural decor, stairs, and railings for commercial and residential locations. Their emphasis is on artistic design utilizing the strength and security of steel.
The Challenge
AAW has designed and built hundreds of steel structures for hundreds of customers, yet it had no way of showcasing these designs for new customers unless they went on site to view a finished design. Relying almost solely on word of mouth for new business, AAW realized that to expand its business it needed a more realistic and effective way for potential customers to see past work. Also, the company had no Internet presence, so it was frequently losing business to customers who shopped online. And with a recently purchased 10,000 square foot manufacturing and service center with adjacent 1,500 square foot sales room, AAW had the perfect place to show off its work.
Artisan3's Solution
Artisan3 determined that AAW needed a new website that showcased all of the company’s past work. Also, because it had the new sales room, Artisan3 suggested framed photos on the walls of key structures they wanted to showcase. Together with AAW, Artisan3 mapped out all the existing locations in Phoenix of those finished designs and in three days took architectural photography of all of them. The photography was shot in medium format because the photos were to be blown up to wall portrait size. Medium format photography also gave Artisan3 the ability to be highly mobile on the shoot. Artisan3's Web and graphic designers worked in conjunction with the Artisan3 photographer and AAW to outline and design a website. Because AAW's portfolio was so extensive, they came up with a categorized method of displaying the portfolio so that potential customers could easily find what they were looking for. As soon as the photos were developed, Artisan3 Web designers scanned the photos using a low-resolution scanning process to ensure minimal load time and proper display on the website.
Final Product
Artisan3's three phases of architectural photography, graphic design, and Web development yielded an amazing showcase of AAW's portfolio. The website not only showcased the portfolio using Artisan3’s photography, but it also incorporated magazines that AAW was featured in. The sales office also included 26 16"x20" framed, archival ink jet prints of selected pieces from AAW's portfolio. Artisan3 also created a portable album portfolio for easy reference during AAW sales meetings.