Midwest Metals Corp is an industry powerhouse in metal processing, trading, and aluminum coil distribution. With a management team boasting over a century of combined experience, they needed a digital presence that matched their operational authority. My role was to step in and conceptualize a brand new visual feel for the company. Through targeted UX/UI strategy and visual consulting, I helped modernize their website to better serve their industrial buyers and showcase their massive inventory capabilities.Selling raw materials like steel scrap and painted aluminum coil requires a website built for speed and clarity. My focus was on creating a frictionless digital environment for B2B customers looking for "just in time" inventory. UX/UI Strategy: I developed the foundational user experience concepts for the new website. The goal was to streamline navigation so clients could easily access technical support and view product specifications with minimal clicks. Visual Identity: I conceptualized a completely new look and feel for the brand. The industrial sector is often visually stagnant, so I introduced a cleaner, more modern design language to help Midwest Metals stand out as a top-tier supplier. Asset Curation: I sourced high-quality industrial imagery to replace outdated visuals and provided light graphic design work to establish a cohesive aesthetic across the new digital platform.