METRO STEEL WINDOWS
Brand Identity, Website Design & Performance Marketing for Australia’s Premier Architectural Steel Window and Door Manufacturer.
Metro Steel Windows has been manufacturing architectural steel windows and doors in Australia for over 35 years. They collaborate with architects, developers, and designers to create elegant and functional steel windows and doors for high-end residential and commercial projects.
Their proprietary M40 system — European-engineered, purpose-built for the Australian market — is 35% lighter than traditional steel profiles, spans greater distances without additional mullions, and gives architects significantly more design freedom than conventional steel. It is the most technically advanced system available in the category in Australia.
Metro came to us with a strong business, a 35-year reputation and a portfolio of landmark projects. They had recently paid good money to have a new website built by another agency but this had not achieved any of the outcomes the owners wanted – it looked like an online magazine – nice pictures but no brand presence and no clear communication of the key functional superiority of the company’s products.
Our role was to build an identity and digital platform that matched the quality of what Metro actually delivers — and then, working with our performance marketing expert, Scot McAllan, build the search and paid programme to extend Metro’s reach well beyond its existing referral network.
The Challenge
Metro’s business had grown on relationships. Word of mouth within the architecture and construction industry sustained a consistent pipeline of good projects — but a referral network, by nature, has a ceiling.
The architectural steel category was growing. Architects were specifying steel for new builds and extensions where they hadn’t before. Homeowners were discovering it. The majority of that discovery was happening in search. Metro had no meaningful presence there.
The existing website gave no clear path for an architect researching systems, a builder pricing a job, or a homeowner seeing steel windows for the first time. The brand did not reflect the precision of the product or the calibre of the projects in the portfolio. And with no SEO foundation in place, even a rebuilt website would need a performance programme to generate traffic from day one.
The brief: fix the brand, build the platform, then drive qualified traffic to it. In that order.
The Strategy
Metro already had everything required to justify a strong position at the premium end of the architectural market. The strategy was not to reposition the business — it was to make the brand an accurate reflection of it.
We positioned Metro as a design-led manufacturing partner rather than a supplier. Every decision — identity, site architecture, photography brief, copy — was made with the architects, interior designers and project managers who specify steel in mind. The brand needed to sit comfortably alongside the projects it serves: high-end residential, considered commercial, premium hospitality.
The site architecture, page structure and content were built to serve both the user and the search programme simultaneously. The three audience segments — architects and designers, builders and developers, homeowners — shaped navigation, language and keyword targeting from the start. The Google Ads programme was built on top of a site designed to convert.
Creative Direction & Visual Identity
The identity is built around the qualities of the product: precision, restraint, confidence. The wordmark is geometric and clean — nothing decorative, nothing unnecessary. It works at specification-document scale and at building-hoarding scale without adjustment.
The palette is very simple: black, white, taupe, charcoal, and the brand red. The product — slim steel profiles, expansive glass spans, precision joinery — is the most compelling visual on any page. The identity’s job is to frame it, not compete with it.
A single geometric sans, used at varying weights and scales, handles all hierarchy. The system is modular: it works across digital, print, trade documentation, signage and environmental applications without needing adaptation. Consistent, not rigid.
Execution & Rollout
The site was structured around three audiences with different needs and different entry points. Architects needed system specifications and technical detail. Builders needed clarity on the fabrication and project management process. Homeowners needed to understand the product, see the portfolio and get to a quote request without friction.
Photography drives the commercial case across the site more than any other single element.
Trade collateral — quote documents, stationery, specification materials — was held to the same standard as the digital work. The WordPress build was engineered for speed and mobile performance.
The Result
Before the new platform launched, Metro was receiving around ten enquiries per week, almost all through existing trade contacts. Within months of launch, that had grown to up to ten qualified enquiries per day.
Organic search now delivers consistent visibility for high-intent terms across the architectural steel windows and doors category in Australia. The paid search programme generates a steady volume of qualified leads at a cost-per-enquiry that works commercially. The two programmes compound: SEO builds reach over time, paid search fills the pipeline from day one.
