Hancock Steel

Hancock Steel, headquartered in Findlay, Ohio, stands as a premier fabrication facility specializing in ornate architectural and miscellaneous steel fabrication.

Originally established in 2007 to support Charles Construction Services, Hancock Steel has transitioned from general construction to full-time steel fabrication. However, the misconception that they solely catered to general contractors hindered their ability to expand their client base. Despite their skilled team, low brand recognition posed a challenge in establishing credibility and trust.

Internally, the team felt undervalued, having played a supporting role to the construction business for years. This affected morale and productivity. Following CEO Weston Wenner's acquisition in 2021, the company aimed for growth, profitability, and a renewed workplace culture. “This business was originally created out of necessity as an add-on to another business. There was never any focus or attention given to it and that trickled down to the employees and they knew it: they didn’t feel appreciated, they didn’t feel like they mattered, they didn’t feel like anybody cared about them…”

Recognizing the need to overcome these obstacles and chart a new path forward, Hancock Steel sought external expertise. Stewart Design emerged as a strategic partner, collaborating with Hancock Steel to tackle these challenges head-on through clarity from the inside out.

Undergoing strategic rebranding, the company transitioned from ‘Hancock Structural Steel’ to ‘Hancock Steel’ to reflect its expanded services and dispel misconceptions. Through collaborative workshops and consultations, we helped Hancock Steel articulate its core values and mission.

The resulting strategy, which emphasized Hancock’s esteemed reputation for quality and craftsmanship, was further strengthened by its bold Perfect Fit Promise: “Done Right. First Time. Guaranteed. For us, fit is more than a priority: it's our promise. We guarantee your steel will bolt in perfectly the first time, or we will provide labor and materials to make it right at no additional cost. At Hancock, we stand behind our word.”

Wenner noted, “I got some serious pushback from my project-facing people on this…they really were not happy with me on that. They have since taken to it and understood that it’s more than a message, it’s a deliverable. When we deliver on it, it really shines through to people.” This resonant clarity not only bolstered internal morale but also solidified trust and loyalty among both employees and clients.

Hancock's reimagined identity boldly showcases its promise, cutting through the dense competitive landscape with unabashed messaging that tackle misconceptions head-on. “That’s been a huge thing. I spent a lot of last year going out and meeting with other general contractors. “Why aren’t we seeing more work from you guys…is it because you think we’re still associated with Charles Construction?” And they’d be like, “Yeah, that’s exactly it.” So, me getting out in front of that and being able to look at them and say no we are not and taking it a step further and being right on our homepage with question and answer I have had quite a few people tell me that it created a relationship and for others it completely changed the trajectory of it because they were under the impression that we were in bed with their competitor.”

The Hancock identity exudes precision, organization, and strength, exemplified by its new letterform that cleverly forms a steel beam. This innovative design has garnered widespread praise from industry peers, enhancing Hancock's brand visibility and recognition. “We’ve gotten a ton of compliments on the new logo,” Wenner shared, “everybody in our industry is doing things the old school way. Their websites are terrible, social media is non-existent, some of them don’t even have a logo. They are very heads down in their business, trying to do things the way they’ve always done them. So, I’ve had a lot of our peers telling us our stuff is really sharp.”

Similarly, the 'Perfect Fit Promise,' represented by six components mirroring Hancock's letterform, cleverly mimics a bolt head. This symbolism underscores the company's unwavering commitment to impeccable craftsmanship and attention to detail.

We assisted in updating all marketing materials, including signage, trucks, apparel, and promotional items, to reflect the new brand identity consistently. This comprehensive approach ensured a seamless transition and maximized brand exposure.

The newfound focus on Hancock Steel catalyzed a revitalized workplace culture, resulting in heightened employee satisfaction and retention rates.“We brought up a new estimator from Texas to our annual party and he sat down next to me while we were there and he said, “I just gotta tell you, this feels like family. I’m not really sure how you’ve done this when you’re not even here all the time but this doesn’t feel like a work party. This feels like family…” Wenner shared.

Ultimately, Hancock’s rediscovery yielded remarkable results, including improved brand recognition, expanded market reach, and increased profitability with incredible speed. This transformation solidified Hancock Steel’s position as leaders in the steel fabrication industry, marking a profound shift in its business trajectory.