Best-Wade Petroleum Branding and Website Design

Alliance Industries, a wholesaler and sourcer of steel materials and accessories, hired Memphis-based web design firm LAB Digital Creative to build a new brand and website for the company.

The first thing LAB tackled was to create a new logo that better conveys what Alliance Industries offers and services it provides to its customers.

The LAB team incorporated Alliance’s “aqua blue,” while better illustrating what the company does, all while maintaining consistency and branding by using the color palette from one of Alliance’s trademarked products. LAB’s graphic designers also incorporated the letters “A” and “I” in the logo design, which translated to resembling an eyebolt.

From there, LAB began its process for designing and building a new website for Alliance Industries. The top two priorities for the new site were being user-friendly and succinctly and effectively showcasing the wide variety of products and services that the company offers—both of which were evident in the new design. Once a customer visits the site, he or she is led through the product categories and then more in-depth into individual products, where they can read specifics on the products and more. Highlighting Alliance’s core values of quality, service and experience, the website also houses company information as well as market-specific information on the segments is serves including oil & gas, construction, and maritime applications.