Planned for a Quality
California Steel Services is a steel processing and metal fabricating company. Over the years, the company has developed an excellent reputation and recognition within the steel industry. To complement the recent rebranding and new eCommerce website release, our friends from CalSteel approached us with a new project to design their product catalog and manage its printing and distribution.
Since the company specializes in short-run custom steel products in a fast-paced production environment, it was challenging to collect an abundance of product quality visuals from past productions for our project. Instead of running multiple photo-shoot sessions, we took an alternative route. Based on engineering drawings and blueprints (provided by CalSteel), we applied 3D digital modeling techniques combined with photorealistic visualizations to produce quality photo stills for the catalog. After all, it was a clever idea to bring printed catalogs to the desks of customers who usually “don’t live online,” mainly from the aerospace, medical, and construction industries.