Sheet Metal Institute
An ongoing creative partnership with a Portland sheet metal apprenticeship program — covering brand identity, outreach material, photography, and web creative direction across multiple rounds of work.
Brand Identity Refresh
Web Creative Direction
Outreach Material
Photography
The Sheet Metal Institute runs one of the longest-standing apprenticeship training programs in the Portland area. Second Story Marketing Group has supported the program for years, with Techurai handling the website development side of that relationship. Fairbuilt was brought in to lead creative direction across the brand, outreach materials, and photography.
The work has happened across multiple rounds rather than a single engagement. That ongoing relationship has allowed the brand and materials to evolve with the program over time rather than being refreshed all at once and left to age.
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The brand work was a cleanup and expansion rather than a full rebuild. The existing identity had good bones but inconsistent application, so the focus was on tightening the logo, introducing new color and typographic direction, and developing a set of graphic assets that gave the program more flexibility across different materials and contexts. Second Story Marketing Group developed the copy writing for outreach materials with Fairbuilt leading the design.
Fairbuilt has completed multiple rounds of photography for the program, including event photography at training center activities. The photography work has been a meaningful contribution to the program's overall presence, giving them original imagery that shows real people and real work rather than generic stock.
Creative direction for the website informed the visual approach for updates developed by Techurai. The goal across everything was a consistent, modern look that communicated the career value of sheet metal apprenticeship clearly to prospective apprentices and their families.
The program now has a more consistent and contemporary visual presence than it did before this work began, with original photography, updated materials, and a clearer creative direction that carries across print, digital, and event contexts. The ongoing nature of the relationship has meant continuous improvement rather than a single-point refresh that gradually loses relevance.
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