Mostly Metal

Mostly Metal was a startup venture by a NASCAR team manager, an experienced welder with mastery of exotic welding techniques, and a NASCAR team marketing director. This unlikely trio created a line of metal furniture that was as graceful and elegant as it was virtually indestructible. In addition, they added a line of display shelving for retailers that exhibited the same qualities.

The objective of all Mostly Metal materials is to appeal to a cosmopolitan mix of retailers and private individuals who want the finest contemporary furniture or fixtures for display or upscale, virtually maintenance-free living.

Our designer created a logo that reflected the art nouveau style the furniture suggested, and followed that with materials that took their design inspiration from the joinery techniques used in creating the furniture itself. Copy tied the company’s philosophy to that of the legendary Shaker furniture makers . . . translating the incomparable craftsmanship in wood into a similar feel for craftsmanship in metal. The result was a powerful set of memorable communications pieces that helped the startup quickly grab a profitable share of market in its sales regions.

The website is a marvel of easy, fun navigation. Opening on a flash animation that’s both informative and easy on the eyes (fast-loading, too), it draws the viewer into a series of simple pages that employs rollovers and clicks to add pertinent information.