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Case Study: LeanSteel

Share the goods.

case study image for lean steel blog post

Believe it or not, we do a lot more than social media, PR, and websites. We excel at crafting kickass videos, too. We recently collaborated with Ruby+Associates to give their latest venture, LeanSteel, an extraordinary brand transformation. We’re talking about a revamped logo, a stunning website, and, of course, an incredibly cool video. Spoiler: We nailed it. 

Ready, Set, Record

When we first met with Ruby+Associates, we were astounded by the intricacy of their steel process. And it’s not just us, even the experts find it complex. But hey, we thrive on a good challenge. 

Our goal was to showcase the essence of LeanSteel and its operations in under 2 minutes. On-site filming wasn’t feasible, so we decided to go with animation instead and make it even better. Our script emphasized the difference between traditional, convoluted steel manufacturing and how Leansteel revolutionizes the industry by eliminating intermediaries and expediting steel delivery to companies. 

The Ultimate Guide

Once we got the foundation down, the fun began, and the pieces came together. There were a lot of different parts to gather for the video.

  • Look: We aimed for a clean and engaging design that aligns with the new brand we created. We opted for a timeline infographic featuring simple shapes. Icons were strategically used to represent the various components involved in steel production.
  • Animation: To maintain viewer engagement, it was important to incorporate plenty of movement. We achieved this by animating the text and transitioning the screen to reveal new information. When presenting the timeline infographic, we aimed to illustrate each step in the previous and updated processes. This can be effectively accomplished by smoothly shifting the screen from left to right.
  • Voiceover: The voiceover established the tone of the video. It’s not just about having anyone read and record their voice; there’s much more to it. We offered the client a selection of voice-over actors for them to listen to and compare so they could find the perfect voice that felt just right for their message.
  • Music: Music fills in all the subtle gaps in the video, standing out while seamlessly blending into the background. LeanSteel was determined to find the perfect balance between a non-corporate vibe and an upbeat tone, carefully selecting the right music to elevate the video’s impact.

After a few revisions, we completed LeanSteel’s video. They’re a great client and were very happy to have a compelling visual to showcase to clients and on their website. Take a look at the video below. Now you know who to call for your next video project (It’s us, you should call us). 

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Just because you be small, does not mean you are not mighty. The Women’s Owners Network will accept its first cohort this November. Applications are due October 1.

Thank you to @lakemichigan_cu for partnering with us to provide this program. Their support means we can offer this at a significantly lower cost to business owners.

Go apply at the link in bio.

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Every WOSB deserves support, access, guidance, and a network, because when they have it, they’re unstoppable. Just because you be small, does not mean you are not mighty. The Women’s Owners Network will accept its first cohort this November. Applications are due October 1. Thank you to @lakemichigan_cu for partnering with us to provide this program. Their support means we can offer this at a significantly lower cost to business owners. Go apply at the link in bio.

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Meet Cheryl Bergman, Executive Director of the @miwomenscomm.

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Before this role, Cheryl helped elect Michigan`s first woman U.S. Senator and first woman Governor, and served as Senior Advisor on Governor Whitmer`s 2018 campaign.

She`s exactly the voice this conversation needs.

Join Cheryl and our powerhouse lineup of industry experts at The Pause on September 24th.

Link in bio to register - spaces are going fast.

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Introducing our second speaker for Uncomfortable Conversations | The Pause, happening this Thursday. Meet Cheryl Bergman, Executive Director of the @miwomenscomm. Cheryl is a statewide policy leader driving economic opportunity and better health outcomes for women across Michigan. Appointed by Governor Gretchen Whitmer in 2019, she brings together employers, healthcare experts, advocates, and policymakers to tackle the issues that actually move the needle - economic security, affordable childcare, and midlife women's health. Before this role, Cheryl helped elect Michigan's first woman U.S. Senator and first woman Governor, and served as Senior Advisor on Governor Whitmer's 2018 campaign. She's exactly the voice this conversation needs. Join Cheryl and our powerhouse lineup of industry experts at The Pause on September 24th. Link in bio to register - spaces are going fast.

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We love this trend, so we thought we’d jump on it and ask the team some “hard-hitting questions” to end the week. We’re a team made up of Gen X, Millennials, and Gen Z. Find out who knows the most about the classics. Any guesses?

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See more Bode wisdom at her YouTube channel linked in our bio.

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We've received so many questions from new grads about breaking into a competitive market as a young professional. It starts with one thing according to @bodespeaks: being the salesperson of YOU. Emulate the leaders in your industry and show up where they show up. It's not who you know, it's who knows you Use the playbook of people you admire Show up consistently and be seen A handwritten note beats 100 LinkedIn messages, always. See more Bode wisdom at her YouTube channel linked in our bio.

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Join us for The Pause on September 24th. Link in bio.

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Open post by 8thirtyfour with ID 17891917860673621
Meet our first speaker spotlight: Dr. Karen May, DC, CCSP, CCIP. Dr. May owns and operates @mhneuropathycenter, and she's joining us for Uncomfortable Community Conversations: The Pause on September 24th to talk about something we don't talk about enough. Her career has spanned from elite sports medicine, including a stint as team physician for USA Bobsled and Skeleton as well as caring for pregnant moms and newborns and helping women navigate life’s transitions, always grounded in a belief in food as medicine and the body’s own capacity to heal. In 2017, that expertise was tested when a rare surgical complication left her fighting nerve damage in her own body. Drawing on decades of clinical practice and training, she rebuilt her health from the ground up — and has since helped thousands of people do the same. With over 20 years in holistic health care, she speaks today as both physician and peer. Join us for The Pause on September 24th. Link in bio.
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