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ELLWOOD Web Redesign

ELLWOOD Website Redesign

For over 100 years, ELLWOOD, a family owned business, has used metallurgy to provide critical engineered solutions to a variety of industries via their 25+ locations. Talent recruitment and retention is critical to their success. ELLWOOD needed a new website that could serve as a dynamic recruiting engine while still supporting existing customers and prospects. Pipitone Group worked with ELLWOOD to overhaul its corporate identity and website, ellwoodgroup.com, to showcase the company’s dynamic, family-like culture and the impact that its products have on the world.

Engineering a Fresh Brand

Pipitone began by overhauling the ELLWOOD brand and those of its subsidiary companies, including a new base logo, as well as consistent naming and type treatment conventions. A Brand Identity Guide was developed to help ELLWOOD enforce the new standards across its many locations.

A Message that Works Harder

A new brand message, “Work Hard. Care Harder.” was developed to communicate the combination of grit and genuine care that characterizes ELLWOOD companies and employees.

A Spark of Content

New Web content was critical to enhancing ELLWOOD’s brand image and delivering its new message to potential employees. All 22 company pages were given consistent content and design treatment. A new Markets section showcased ELLWOOD’s experience in a range of vertical markets, from aerospace to automobile manufacturing.


Pipitone directed and produced a series of videos profiling real ELLWOOD employees in a range of professional roles, from metallurgy science to electrical.

Job Closed

Of course, the new content would all be for naught without a sophisticated strategy to encourage visitors to browse open positions and ultimately apply. A new Find Employment tool was developed to help users more efficiently explore jobs by type of role, geographic location or company.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735


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