Project Brief

Red Deer Ironworks (also known as RDI) was established in 2006 and has evolved into one of the world’s largest manufacturers of high-pressure iron fittings and flow valves for the energy industry. 

In 2014, we had the privilege of building their website, which served their team for almost a decade. As RDI grew into a global powerhouse, the website we crafted back then no longer reflected their expansive scale and market presence. Recognizing the necessity for a digital presence befitting a 9-figure company, RDI approached us for a comprehensive redesign of their WordPress website.

Our Solution

Our strategy for RDI’s new custom WordPress website was clear: they need a digital platform that mirrors their evolution from a growing company to a major global player in their industry, while maintaining the essence of their established brand.

Along with a custom WordPress theme for a front-to-back end redesign, our approach encompassed detailed product pages with an ecommerce lens suitable for B2B engagement and the inclusion of authentic, high-quality photography across the entire site. For their brand, we introduced new design elements and an expanded colour palette to elevate their visual identity across not only their website but also their marketing and sales materials.

User-Centric Product Showcase

In redesigning RDI’s website, a major focus was on the product page experience. We recognized the importance of showcasing RDI’s extensive product range of various valves and manifolds in a format that resonates with their industrial B2B clientele. 

To achieve this, we adopted a retail/ecommerce approach, presenting each product with comprehensive specifications and detailed descriptions. This strategic layout not only enhances the user experience but also provides valuable information at the fingertips of potential customers.

Bringing Authenticity with Original Photography

Moving away from generic stock images, we focused on capturing the essence of RDI’s operations, products, and corporate culture through professional photography services through Are You Social.

Authentic imagery provides a window into RDI, offering clients and partners a more tangible and relatable experience. This approach not only personalized RDI’s digital presence but also significantly enhanced the visual appeal of the website.

Visual Enhancements & New Design Elements

During the redesign of RDI’s website, we saw an opportunity to introduce new design elements to complement their already well-known brand. They didn’t need a new logo, so our goal was to refresh their aesthetic without a complete rebranding. 

We added red and black to the existing colour palette and incorporated gradients for a modern and dynamic feel. These new elements were designed not only for the website but also to seamlessly integrate into RDI’s broader marketing and sales materials, including signage, brochures and even vehicle and equipment wraps.