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Hammer Metalworks & Coatings

Brand identity &
website design + build.

My role
Brand, UX, design & development
Tools
Figma
WordPress / Elementor
Custom CSS
Timeline
Approximately 8 weeks / 2026
Hammer homepage hero: “From Concept to Coating” over a laser cutter, with a Get Your Quote button and production partner logos.
01 Home page hero.
Hammer services section with four groups: Custom Fabrication, Cutting and Forming, Finishing, and Engineering Support.
02 Four service groups, organized from fabrication to finishing. In strategy, I cut the navigation from nine services to four so buyers find the right one quickly.
03 The experience behind the new business.
Behind the workExplore the design processIdentity, website storytelling, the quote form, and delivery.
01

Brand

Make racing precision the starting point.

Hammer Concepts and Designs was expanding from racing parts into general metal fabrication. The new sister business needed its own identity, with racing precision as the connection.

I explored Swiss Precision and Heavy Industrial directions, then developed a substantial, metallic identity using Eurostile Extended, a brushed-steel texture, and deliberately selected stock photography.

Developed Hammer identity with a metallic wordmark, Eurostile Extended, steel texture, and industrial imagery.
Final identity

Original brand presentations

Original Swiss Precision direction: clean typography and a structured technical grid.
01 / Swiss Precision
Original Heavy Industrial direction: a metallic wordmark, dark surfaces, and substantial typography.
02 / Heavy Industrial
Brand directions (.pptx) (PowerPoint, 18 slides)Final brand kit (.pptx) (PowerPoint, 10 slides)
02

Website

Explain the expertise behind the offer.

The new business already had a story worth telling: experience making racing parts. I used the About page to connect that background to general fabrication, pairing the founder’s story with a clear route into the services.

Every services and materials page is there to do one job: encourage an inquiry. That’s the purpose of the whole site.

Hammer homepage: “From Concept to Coating” over a laser cutter, a Get Your Quote button, and production partner logos.
Homepage

One clear next step

“Get Your Quote” stays in the header on every page and leads the homepage, so a ready buyer is never more than one click from the form.

Two ways in

Services are grouped into four steps, from fabrication to finishing, and a separate Materials menu lets buyers who start with a material in mind go straight there.

Trust up front

Production partner logos sit right under the homepage hero, and the About page backs the promise with experience and U.S.-made work.

Plain language

Headlines say what Hammer does in everyday words, “From concept to coating,” so first-time customers aren’t lost in industry terms.

Hammer Tube Laser Cutting service page with three numbered callouts: the Get Your Quote buttons, the plain-language service overview, and three cards for best uses, capabilities, and common materials.
  1. “Get Your Quote” in the header and the page hero, never more than a click away.
  2. A plain-language overview of what the service is for.
  3. Scannable cards: what it’s best for, what Hammer can do, and common materials.
Hammer About page pairing the founder story with his portrait.
About page
03

Quote request

Technical and approachable.

A business buyer may have a detailed brief; a homeowner may have only an idea. I structured the form around the information Hammer needs to assess a project, with optional detail before the final contact step.

The first step establishes the essentials: the work needed, a description, timeline, and quantity. “Not sure” options let customers explain an early idea without guessing at technical requirements.

Quote step 1: what do you need help with (built, cut or formed, finishing, designed, or not sure), a project description, timeline, and quantity, then Next.

Drawings, dimensions, materials, and processes can help Hammer prepare a more accurate quote. Keeping these details optional accommodates both prepared business buyers and customers who need advice.

Quote step 2: upload project files, link large files, a reassurance note for people without finished drawings, dimensions, material, and process, with Previous and Next.

Once the project is described, the final step collects contact information and a company name where relevant. The confirmation explains what happens next.

Quote step 3: first and last name, email, phone, and company name, with Previous and Send.
04

Delivered

A whole identity, ready for business.

Hammer’s new business started without a brand of its own. In about eight weeks, I took it from two brand directions to a finished identity, guidelines, and a working website, designing and building it myself.

The decisions that matter most are the practical ones: cutting nine services down to four so buyers can find their way, and a quote form that works whether someone arrives with a detailed brief or just an idea.

Brand handoff

The final brand kit and detailed guidelines, so the business can use its identity consistently.

Website build

Designed in Figma, built in WordPress and Elementor with custom CSS, on-page SEO, and testing.

Launch

Deployed in 2026 behind a coming-soon homepage, ready to switch on when orders open.