REFLECTING THE COMPANY BRAND
Serving American industries for over a century, W.E. Caldwell Co. originally produced steel and wool tanks until the construction of its first flour mill in 1890. With the opening of their official headquarters in 1899 at Brook & Brandels in Louisville, KY, Caldwell sold its first steel tank, a 100,000 gallon hemi, to Virginia Light and Water Company in Virginia, MN in 1905.
Caldwell was called upon to build chemical tanks during World War II, continuing to make strides in technological advancements in fabrication throughout the first part of the 20th century. Business boomed for Caldwell throughout the 50s as they were tasked with providing fire tanks to New York City. Servicing over 45 states and 12 countries by 1960, they opened their modern headquarters on Tower Road in 1969. Caldwell built their first Composite Elevated Tank in 1996, tapping into the prestressed concrete tank industry in 2010.
Caldwell and Preload came together as affiliated companies in 2015 in order to better serve their customers. The only company that can deliver the full array of tank styles, capacities, and material types, Caldwell is uniquely positioned to fulfill their customers' needs. They are the ONLY field erected steel welding tank fabricator that builds ALL styles of elevated and ground storage tanks, they are also the ONLY field erected steel welded tank fabricator to be ISO 9001.2013 certified, proving their quality standards.
ELEVATING THE USER EXPERIENCE
“We wanted more of a high-tech feel, while still keeping with our 130+ year tradition,” said Caldwell Tanks, Inc. Sales and Marketing Coordinator, Tara Millen, about their decision to build a new website as they look to join new markets. The new Featured Projects page shows how diverse Caldwell’s products really are while also proving their experience as an industry leader.
“Our new dropdown menu options give us the ability to know what our clients are interested in before we even speak to them,” says Tara. The Request a Quote and Contact pages allow the customer to reach out to the appropriate individual in order to find the information they need. Hatfield’s Graphic Design team created a new Pressure Vessel rendering to help Caldwell market that specific line of tanks. “We have a long history of building PV’s” says Tara, “...but we are trying to push harder into that market. The new website, About Us video, and brand standards are helping to bring our Water and Industrial divisions together in a more cohesive manner. The website especially helps our customers to find all the industries we serve under one url.”
REDESIGNING CALDWELL'S WEBSITE
Caldwell’s new website provides a much more seamless experience for both mobile and desktop users. “The main objective of the new website was to modernize it with a mobile first optimization strategy,” says Hatfield Media’s Front-End Web Developer Adam McMahan. “The old site wasn’t well optimized and was quite clunky when viewing it on a mobile device.”
Providing customers with in-depth information about each of the different industries they serve, the new website gives examples of each of the industrial store tank types Caldwell manufactures on the Featured Projects page. Adam says his favorite feature of the new site is the Featured Projects page, because, “It really highlights some of the amazing and unique work that Caldwell has done over the years.”
While the new website promotes Caldwell in a variety of ways, the refreshed marketing materials incorporate a vibrant color palette that help to bring clarity and a simplistic approach to the user experience. “Having the ability to incorporate an abundance of projects, images, and capabilities helps their audience to better understand the importance and reach of Caldwell tanks,” says Hatfield Media Graphic Designer, Kaen Blevins. With enhanced visuals, easier to understand navigation, and the Spirit of a Leader, Caldwell’s new and improved website will continue to impact current and future customers for years to come. “These impacts will help to ensure the growth of Caldwell and allow new and repeat customers while continuing to bring major changes to our communities by building high quality tanks,” says Kaen.
DEMONSTRATING CALDWELL'S CAPABILITIES
Leveraging broad capabilities in turnkey design, fabrication, and construction, Caldwell serves water, chemical, oil and gas, wastewater, process, power, energy, and aerospace industries. They provide innovative, highly-engineered water storage tanks, industrial field-erected tanks, vessels, and concrete storage solutions throughout North America.
“Working with the Caldwell team was a wonderful experience,” says Hatfield Media Graphic Designer Kaen Blevins. “Their team had drive and ambition along with a hands-on approach to really see the project to fruition. Every milestone that we hit felt completely seamless and really showcased the communication and team effort behind Caldwell.”
