Evolution
Manufacturing steel castings is a big job, in every sense of the word. At Harrison Steel, the castings they create everyday are huge—sometimes up to 18,000 pounds. But the parts they make are also destined for the huge jobs and industries that keep our country going: mining, forestry, agriculture, energy, oil and gas. These massive-scale projects rely on the toughest and most sophisticated components to get the job done, and (fun fact) a lot of those components are made right here in Indiana.
Despite being in business for more than a century, this is no longer your father’s (or grandfather’s) steel foundry experience. Harrison Steel has evolved into a tech-driven, highly-engineered global leader, employing some of the deepest thinkers and hardest workers in the industry. As demand for a quality product increases, so does the need for manpower. Which is how Harrison Steel and Rare Bird ended up around a table together discussing modern marketing.
- Branding & Logo Design
- Business Strategy
- Content Writing
- Outdoor
- Photography
- Recruitment Strategy
- Social Media
- Video Production
- Web Design & Development
Craftsmanship Is Everything
We started by spending time on the foundry floor, watching those 18,000-pound castings take shape before our eyes.
That immersion shaped how we approached our work, especially the core messaging that respects the company’s century-long history while staking their claim as a tech-driven industry leader.
Their visual identity had to match the quality of their work and convey the elegant collision of raw power and precision. Photography and videography captured both the massive scale and minute details of their operation from molten pour to finished component.
Along the way, we revitalized their recruitment efforts with multi-channel campaigns (billboards, radio spots, PMax videos, and more) that helped to convince a new generation of workers that this advanced manufacturing powerhouse is where they belong.
“Harrison Steel is evolving as an organization and focused on improvement in every aspect of the business. We were looking for a marketing partner who had the expertise to help in each area, from branding to recruiting to marketing and sales support. Rare Bird instantly understood our aim and quickly demonstrated an understanding of the complexity of our processes. Their team takes a detailed, thoughtful approach and has delivered creative results throughout our work together. Rare Bird was highly recommended to us by some trusted colleagues, and I’d pass along that recommendation without reserve.”
Geoff Curtis
Vice President | Harrison Steel Castings Company