For over 50 years, Miller Fabrication Solutions has focused on producing high-quality parts and value-added solutions for their strategic partners. They approached Fresh to provide a complete rebrand to represent their commitment to building long-term customer relationships and investment in innovative technology.
Building off the shape of their previous identity, the new visual mark highlights the Miller name in a classic slab-serif typeface that conveys enduring strength with an industrial feel. It speaks to their strong roots as a valued service provider and also Miller's embrace of the constant industry evolution.
The burnt orange color reflects both the fire found in metal fabrication as well as Miller’s commitment to customer service through warmth and humility. A consistent design pattern is an abstract representation of two sheets of metal in parallel with drill holes in the corners. Combined with an authentic and modern photographic style, these branding elements were extended across multiple print collateral and digital deliverables.
Fresh brought Miller’s new branding to life online with a responsive design that is consistent across all devices. Design decisions, based off extensive UX research and testing, were made to alleviate customer pain points and create an improved user experience. Video and interactive elements add another layer of immersive design to engage the user while illustrating Miller’s values and company culture.
