International Training Institute (iTi)
The International Training Institute (iTi) supports apprenticeship and career advancement for union sheet metal workers across the United States and Canada. They develop national training standards, curricula, and programs that strengthen the industry. iTi partnered with us to create a customizable website template that helps Joint Apprenticeship Training Committees (JATCs) modernize their online presence. Designed for flexibility, the multi-page, mobile responsive template includes recruitment-focused content, program details, proprietary software integration, and authentic, high-quality Second Story Marketing Group imagery. Building on our success with custom sites in Portland, San Diego, Seattle, and Reno, this initiative is transforming how JATCs attract talent making recruitment easier, more consistent, and more effective across North America.
Location: Falls Church, Virginia
https://www.sheetmetal-iti.org/AboutUs
Services Provided: Marketing Strategy and Planning, Visual Storytelling, Recruitment Marketing, Branding, Photography, Copywriting, Website Design and Development
Associated General Contractors Oregon-Columbia Chapter
We collaborated with AGC to transform a series of trading cards featuring skilled professionals into 10 engaging videos. In these recruitment videos, real tradesmen and women shared their personal stories, highlighting their roles, average pay, benefits, and job descriptions. The videos were designed to resonate with young audiences and were shared at high schools, pre-apprenticeship programs, and outreach events, as well as on social media platforms. The recruitment campaign increased awareness and generated positive engagement across both in-person and digital platforms, contributing to a stronger pipeline of skilled workers for the industry.
Location: Portland, Oregon
Services Provided: Marketing Strategy, Copywriting, Videography
Northern Nevada Sheet Metal & HVAC Apprenticeship
We partnered with Northern Nevada Sheet Metal & HVAC Apprenticeship to modernize its brand and digital presence to better attract the next generation of sheet metal workers. Starting with a full brand refresh rooted in authenticity, we created a visual identity that celebrates real apprentices and instructors. We then designed a responsive, user-friendly website that streamlines the application process, simplifies communication, and saves staff hours of administrative time. The result is a stronger online presence, improved engagement, and a platform that positions the program as a modern, forward-thinking leader in regional trade recruitment and training — connecting pride, skill, and opportunity in one unified brand experience.
Location: Reno, Nevada
Services Provided: Marketing Strategy and Planning, Visual Storytelling, Recruitment Marketing, Branding, Photography, Copywriting, Website Design and Development
San Diego County Building & Construction Trades Council
We partnered with the San Diego County Building & Construction Trades Council to modernize their brand identity and website, creating a stronger digital presence that reflects their leadership across the region’s building trades. The previous website was dated and difficult to navigate, limiting access to important information and resources. We refreshed their logo, color palette, and typography, and developed a clean, responsive website that highlights the Council’s mission, affiliates, and news. A key feature is the organized political resources section, which provides up-to-date information on endorsed candidates and legislation, making it easier for members and the public to stay informed and engaged.
Location: San Diego
Services Provided: Brand Refresh, Website Design and Development
Sheet Metal Institute
We partnered with Sheet Metal Institute to rebrand SMI as a modern, forward-thinking training center. The campaign resulted in a streamlined application process, an increase in female applicants, a significant boost in website traffic, and enhanced social media engagement. Notably, SMI, one of 150+ union sheet metal apprenticeship training centers in the United States, emerged as a leader among its peers by being an early adopter of this innovative recruitment strategy. Their proactive approach set a benchmark for other centers to follow, positioning SMI at the forefront of modernizing trade recruitment.
Location: Portland, Oregon
Services Provided: Marketing Strategy, Visual Storytelling, Recruitment Marketing, Website Design, Copywriting, Photography, Graphic Design, Social Media, Videography
SMART Sheet Metal Workers Local Union 49
SMART Local Union 49 partnered with us to update and expand their brand with the goal of strengthening their connection with current and future members across New Mexico and West Texas. Through a comprehensive brand refresh, we created a cohesive visual identity that reflects the pride, strength, and unity of the union while honoring its long-standing traditions. The updated brand system included new logos, typography, color palette, and messaging designed to convey leadership and solidarity in the sheet metal industry. This revitalized identity now serves as a powerful foundation for future communications, helping Local 49 attract new members, engage existing ones, and build lasting recognition.
Location: Albuquerque, New Mexico
Services Provided: Brand Identity, Brand System, Graphic Design
Sheet Metal JATC San Diego
We worked closely with SMJATCSD to develop a clean, modern brand and designed a new recruitment-focused, educational website dedicated to the sheet metal trade and its benefits. The website featured a streamlined online application process with clear step-by-step instructions, a class catalog for night and weekend upgrade classes, and professional imagery of real students, building projects, staff, and the training center. This visual storytelling was central to the web design, showcasing the program’s strengths. The new website became the main recruitment tool, saving the training center countless hours previously spent processing paperwork.
Location: San Diego
Services Provided: Branding, Website Design, Digital Application Process, Content Creation, Social Media Management
Oregon Tradeswomen
We partnered with Oregon Tradeswomen to help expand their Trades and Apprenticeship Career Class into Lane County, Oregon. By leveraging strong relationships with local workforce development professionals and stakeholders, we executed a comprehensive marketing strategy. The campaign combined shared, owned, earned, and paid media, including public relations, social media outreach, and email marketing, to generate interest and drive applications. As a result, OTW received hundreds of inquiries, leading to 40 applications, 35 acceptances, 25 enrollments, and 22 graduates.
Location: Portland, Oregon
Services Provided: Public Relations, Relationship Leveraging, Social Media, Email Marketing
Linton Engineering
By leveraging social media, we launched a “Top 20 Projects” countdown to highlight two decades of success, paired with a LinkedIn subscription newsletter, “Our Journey to 20: A Look Back,” to enhance visibility. Equally important was the inclusion of employee spotlights, shared outside of the newsletter and within the regular post feed. The campaign, which ran for 20 weeks, featured custom graphics and a 20th-anniversary logo, all designed to celebrate the firm’s achievements and talent. The campaign resulted in a 15% increase in LinkedIn followers and 275 newsletter subscribers.
Location: Potomac Falls, Virginia
Services Provided: Marketing Strategy, Content Creation, Graphic Design, Social Media Management
Western Washington Sheet Metal JATC
Our team collaborated closely with Western Washington Sheet Metal JATC to redesign their website, creating a modern user experience that engages potential apprentices. Through visual storytelling and professional imagery of real people, building projects, and active worksites, the site effectively captures the essence of the apprenticeship program and the sheet metal industry. Updated branding further strengthens the program’s unique identity. As a result, the website has streamlined the application process and serves as a comprehensive educational resource, offering detailed information about the training and benefits of the trade.
Location: Seattle, Washington
Services Provided: Branding, Photography, Website Design, Content Creation, Visual Storytelling, Digital Application Process