Project Summary

The strength of steel. Unmatched performance. World-class metals processing and innovative solutions. Klein Steel needed a new website that represented all of these ideas. We started with a three hour tour that showcased the depth and breadth of their operation and were inspired to get started. We built much more than a website working with Klein Steel, we built a powerful tool that puts the control in their hands.

Redefining Custom

This project posed a unique set of problems to solve. One of which was the client's need to custom-build any page, any time on the site to meet their content requirements and still have it look great. We were able to bridge modern and flat design with a rugged and hands-on aesthetic to accurately represent Klein Steel's brand along with the personalities of their staff. 

All members of the Dwaiter team have proven to be strong listeners, very attentive to our needs and consummate professionals. Dwaiter came up to speed quickly on our strategy and worked hand-in-hand with us to achieve our goals. It was that simple. No hiccups. No miscommunication. No missed deadlines. A flawless execution.

Laura Ribas VP of Marketing
Information Design

We plan ahead with our information design. The sub-navigation links appear in order from left to right. When there aren't perfect rows of four to make the grid even, we simply fill the remaining space with a gray bar. No matter how many links there are, the grid will always appear complete. This gives our client flexibility and keeps the design quality consistent. The hover states are modeled after the physical directional arrows on the warehouse floor at Klein Steel's main facility.

An Award-Winning Website

Thanks to a strong collaborative effort between Dwaiter and Klein Steel, the new website won an overall silver award in the Rochester Business Journal's Best of the Web competition just a few months after it launched.

Increase in visitors after launch
New Page views in the first 6 months after launch
Visitors from 88 countries visit the website
Average time spent on website