Homepage design
Design + CopyTwelve primary pages designed end to end. Homepage variations, the Buy / Rent / Hazmat / Refrigerated category pages, the 40ft Container product-page template, and the Fabrication catalog hub.
← ALL CASE STUDIES
Conexwest / fractional cmo / 2024 - 2025
Branding, design, marketing, and copywriting at scale, for a B2B steel company.
Stories inside steel.
4
landing pages designed
24
fabrication categories
8
national-brand customers
1
fractional operator
Three primary landing pages, end to end.
Each frame is a full-page capture of the live design. Scroll inside the frame to see the page from hero through footer. Notice the same navy header chrome, the same yellow CTA pattern, and the same customer logo bar carrying across the catalog.
conexwest.com
Live
conexwest.com/hazmat
Live
conexwest.com/refrigerated
Live
Full-page captures of the three primary landing pages. Scroll inside each frame to see the design end to end.
Every artifact, in one place.
Twelve months of work, organized by what it is. Web, content, brand, tech. Image-heavy where the design is the artifact, text-card where it is a system. Each tile stamped with the role the work played.
WEB
Full-site redesign on Drupal
Category page template
Design + CopyThe category template behind the catalog, plus seventeen-plus fabrication detail pages, one per category. Steel Man Doors, Windows, AC + Heating, Insulation, Lighting, Coatings, Stairs + Ladders, Networking + Wi-Fi, Protection, Awnings, Roof Decks, Inventory Management.
Programmatic city atlas
Programmatic SEOThirty-plus /buy-shipping-containers-{city} landing pages with hand-tuned hero copy, schema, and internal links per city. Charleston, Denver, Oakland, San Francisco, Philadelphia, Albuquerque, San Antonio, Savannah, and twenty-plus more.
AI product-page system
AI tooling + CopyStructured prompt that turns a raw product title plus a few notes into a fully populated Drupal product page: SKU, Category, SEO Title, Meta Description, short + long descriptions, target keyword, key features, customization options, use cases, CTA. Shipped nine-plus product variants.
CONTENT
Editorial + the docu-series
Conex Culture article designs
Editorial + DesignFour Conex Culture episode articles designed and written end to end. Fieldwork Brewing (San Mateo), Reno Public Market Biergarten, AETHER Apparel (Hayes Valley), The Eddy (Reno). Plus the Get-Featured landing page, the application form, and the release form.
Site copy overhaul
Copy + SEOHero through footer on every primary template. Hazmat (BlazeGuard sub-product line, EPA + OSHA + NFPA compliance copy), Refrigerated (Conexcool sub-brand, FDA + GMP + HACCP standards), Fabrications (24 categories with use-case detail), Buy/Rent (vertical-by-vertical buyer paths).
Episode scripts + voiceover
EditorialTwelve-section episode template (BTS Open, Arrival, Intro, Who It's For, Vibe, Build Spec, Decor, Food/Use, Reflection, Outro, BTS Close, Signature). Voiceover scripts in Conex Mike's voice for studio recording. Walk-and-talk versions for on-camera.
Cold outreach + location relations
Editorial + OperationsCold-call scripts, Instagram DMs, video release forms, and on-site interview prep for location founders and operators. Real shoots at Fieldwork Brewing, Reno Public Market, AETHER, and The Eddy.
BRAND
Identity systems and sub-brands
Conex Mike - host persona
Brand identity + EditorialDesigned a recurring on-camera correspondent from zero. Name, voice, wardrobe, and signature catchphrase: "Contain yourself." He anchors every Conex Culture article and every episode, drops the catchphrase playfully at the start or end, and stitches the docu-series into a brand-extension that lives outside the catalog.
Conex Culture - branded docu-series
Brand strategy + EditorialConcept, persona, application form, video release form, location-outreach scripts, episode pipeline, and a Get-Featured landing page to attract submissions. Four episodes designed and scripted at the locations themselves.
Conex Culture apparel
Brand extension + DesignBranded host wardrobe for the docu-series. "conex." chest stamp, "PROPERTY OF CONEXWEST" sleeve type, San Francisco coordinates (37.7749° N · 122.4194° W) on the right sleeve, barcode placement, all-over cascade pattern across the body. Modeled after Supreme + container-manifest typography.
TECH
Infrastructure + automation
Drupal site audit
Technical SEOForensic crawl on a 140-page Drupal site. Twelve orphan blog posts surfaced. Six contextual internal links proposed and shipped to wire them back into the catalog.
Programmatic SEO at scale
Programmatic SEOThirty-plus city-level landing pages on the same Drupal template. Schema, hreflang, internal-link blocks, and per-city hero copy all wired in. Shipped without manual content debt.
Catalog ingestion pipeline
AI toolingAI-prompt-to-Drupal pipeline that turns minimal product notes into a complete product page with all tabs populated (Description / Delivery / Specifications / Standard Features / Upgrades / Warranty / FAQs / Use Cases). Sample inputs: 4ft storage, 10ft reefer, 20ft hazmat, 20ft refrigerated with side doors.
Editorial publishing system
Editorial + DesignConex Culture articles published as native Conexwest blog posts, with Conex Mike's quotes pulled into blockquotes throughout. Custom blockquote treatment + article header pattern designed alongside the site theme.
A ten-year operator ready to scale the brand.
A decade of operations, a Central Valley fabrication facility, coast-to-coast delivery, and a national customer roster. The operations were proven. The brand was ready to catch up.
The brief was simple and unbounded: own marketing.
Twelve months, one operator, four pillars.
MARKET RESEARCH
Audience
Buyer personas across construction, agricultural, food, military, and government verticals.
Segmentation
Sized rent-vs-buy, standard-vs-modified, and SKU-level demand across the catalog.
Vertical maps
Mapped each vertical to its compliance, fabrication, and use-case requirements.
CAMPAIGN STRATEGY
Objectives
Lead capture against a fast-growing Drupal catalog, with brand and messaging upgrades to match.
Page architecture
Anchor pages by vertical and by SKU. Cross-link by use case.
Sequencing
Landing system first, then docu-series, then sub-brand for the telematics product.
CONTENT CREATION
Visual system
Navy and signal yellow design language. Photography direction. Consistent CTA pattern.
Copy at scale
Hero through footer on every landing page. AI prompt system for product-page variants.
Editorial
Conex Culture episode scripts, blog content hygiene, brochure rebrand copy.
LEAD GEN + RESULTS
Conversion design
Yellow CTA pattern across every page. Quote-form entry at every scroll depth.
Internal linking
Fabrication categories hub-and-spoke into vertical landing pages and product pages.
Customer proof
Eight national-brand customers surfaced on the homepage as buying signal.
Ten systems shipped solo over twelve months.
10deliverables · one operator
Twenty-four fabrication categories.
Each category ships as a separately designed, separately written landing page in production. The library is the spine of the fabrications business; every vertical-specific page points into it for cross-sell.
01
Doors
Custom doors for secure, easy access and durability.
02
Windows
Windows designed for optimal light and ventilation.
03
Flooring
Durable flooring options to withstand heavy usage.
04
Wall Finishes
Interior wall finishes for a clean, polished look.
05
Insulation
Effective insulation to maintain temperatures.
06
Ventilation
Exhaust and vents for superior air circulation.
07
AC & Heating
Air conditioning and heating for year-round comfort.
08
Exterior Paint
Weatherproof exterior coatings for protection.
09
Interior Paint
Durable interior coatings to enhance aesthetics.
10
Lighting
Lighting setups for optimal visibility and efficiency.
11
Electrical
Reliable electrical systems for consistent power distribution.
12
Bath Plumbing
Plumbing solutions for bathroom installations.
13
Kitchen Plumbing
Kitchen plumbing systems for water and drainage.
14
Cabinetry
Custom cabinetry designed for efficient storage solutions.
15
Appliances
Quality appliances to enhance functionality.
16
Roof Decks
Durable roof decks providing additional outdoor space.
17
Stairs & Ladders
Safe and efficient access solutions for multi-level units.
18
Wi-Fi & Networks
Advanced network solutions for seamless connectivity.
19
Inventory
Organized inventory systems for streamlined stock control.
20
Conjoined
Joined containers offering expanded and flexible space.
21
Security Systems
Surveillance systems for container protection.
22
Locks
Devices for container longevity and safety.
23
Awnings
Awnings and openings for added shade and access.
24
Partition Walls
Flexible partitioning to create customized interior layouts.
24 OF 24 CATEGORIES · EACH ONE SHIPS AS A SEPARATE LANDING PAGECATALOG · CONEXWEST.COM/CONTAINER-FABRICATIONS-MODIFICATIONS
The published episode.
The Eddy, on the client’s channel. The docu-series concept, the host persona, and the episode format, live on camera. Tap to play.
HOST VOICEOVER / EPISODE 01
You walk in and you feel like the building has done some work. That’s the whole pitch for container construction. The work shows.
CONEX MIKE / FIELDWORK BREWING / CONEX CULTURE EP. 01
Four episodes, shot inside the work.
Every episode is filmed inside a working building the company helped make. Tap an episode to read the brief, the build spec, and the on-camera voiceover written in the show’s voice.
// episode briefs and voiceover samples from the show template
The prompt that wrote nine product pages.
A structured-prompt system for Drupal product pages. Input the container size, type, and key features. It outputs SKU, SEO title, meta description, short and long descriptions, target keyword, customizations, and a CTA. The outputs here are canned; the real template runs in production.
// canned outputs from the production prompt template · nine size variants live on the catalog
B2B operators with real customers earn the right to a real brand voice.
Conexwest came in with the strongest possible starting point: working yards, expert fabricators, a decade-long track record, and a customer roster that included U.S. Navy, PG&E, Lockheed Martin, Google, and the household-name DTC brands on the homepage. The work was making the marketing match the operations.
The fractional model is well-suited to this kind of opportunity. One operator embedded inside the operations, building everything that translates the work into customer-facing stories. Site design, brochure design, AI tooling, video, sub-brand identity, and wardrobe all live on the same consolidated craft surface.
The consolidation is the value.
From the live catalog pages.
4
primary landing pages
24
fabrication categories
17+
fabrication detail pages
2
sub-brand identities
A B2B shipping container company with a fully formed brand identity, a redesigned twelve-page landing system, a twenty-four-category fabrication library with seventeen-plus detail pages, a docu-series with its own host persona, and two sub-brand identities (Conexcool + WestWatch) for the service lines.
Need someone to do this for your company?
Branding, design, marketing, and copywriting at scale, on a monthly retainer. One operator, embedded the way I was embedded at Conexwest. DTC and healthcare companies in the $2-10M range, mostly.