ink and iron
Ferro & Co.
A second-generation metal shop renamed itself for the next twenty years, then got a portfolio site worthy of the work.
- Client
- Architectural metalwork, Brooklyn
- Discipline
- Naming, identity, site
- Year
- 2025
- Duration
- 7 weeks
The shop had been "Brooklyn Custom Railings & Gates" since 1988. The grandson who runs it now takes on museum commissions. The name was costing him those jobs before the first phone call.
Renaming with the family in the room
We ran the naming work as three live sessions with the family, not a slide deck delivered cold. Ferro is the Latin root the grandfather used on every invoice by hand. It was already theirs. We just made it the front door.
A site that shows the metal
The new site treats each commission like a gallery plate: one large image, a short line of provenance, the year. No stock photography, no filler. The work carries the page.
Reading this and recognising your own business?
Start a rename