ZEKELMAN ENVIRONMENTAL BRANDING

Zekelman Industries is a North American manufacturer of steel tubing, conduit, and related products — a brand deeply rooted in American-made strength, industrial pride, and a blue-collar ethos. Project Management Partners (PMP), a long-standing collaborator, brought Sepia Studio into the fold to design and implement a multi-site environmental graphics program for Zekelman's Wheatland & Western Tube and Atlas Tube manufacturing facilities, and Chicago office.

THE CHALLENGE

Zekelman Industries needed a unified brand experience across multiple physical environments, spanning corporate offices to steel mills.

THE GOAL

Build pride and engagement among employees, while creating spaces that reflect the company's industrial roots, people-first ethos, and innovative approach.

PROJECT VISION

Inspired by early moodboards and marked-up floor plans from PMP, our design process prioritized collaboration, intentionality, and authenticity. The guiding principle was to ensure every space, from client-facing corridors to back-of-house breakrooms, felt tailored, branded, and true to Zekelman's identity.

With Project Management Partners leading the on-site coordination, our design team collaborated closely to understand Zekelman’s manufacturing identity and operational environment. Together, we explored ways to translate their materials and processes into visual storytelling — coordinating measurements of tube diameters, refining custom hardware details, and developing design solutions that authentically reflected Zekelman’s industrial craft.

Zekelmans break room environmentally branded-3

Design + Execution

Working in lockstep with PMP and Zekelman's internal team, we created a rich visual language from an industrial palette: Aluminum Composite Panels, printed vinyl, steel tubing, felt, and solid acrylic. Notably, each site’s featured materials mirror its real-world output: conduit at Wheatland, tubing at Atlas, aluminum and steel elements throughout. In many cases, Zekelman themselves sourced and installed the pieces, proudly noting, “Let the pros handle it.”

One division president’s directive — no visible clips — inspired us to source nearly invisible fasteners that create the illusion of floating conduit. In another space, a whiteboard seems to reveal a wall mural beneath its surface, though the effect is actually a carefully engineered printed illusion. These kinds of discoveries defined our approach: industrial storytelling rooted in authenticity and elevated by subtle moments of surprise.

A key feature across all locations was designing for duality: energizing employees while impressing visiting clients. In customer-facing zones, bold typography and logo statements drive impact. In break spaces, calming nature imagery delivers a much-needed visual exhale for steel mill workers.

Branded Environments Built on Trust

From the onset, Cushing’s early involvement in the design and fabrication process helped drive the project’s success. We worked closely with PMP, the contractor and on-site project manager, to strategize around the unique spatial needs of each location and leaned into our growing partnership to deliver at scale.

"After working with them in multiple locations, we’ve developed a rhythm in our workflow. We’ve learned how to speak their language," said Amanda Eich, a designer on the project. "Everything we touched turned to Zekelman," she added. From the two-story atrium installations to corridor details, every element was thoughtful, product-driven, and cohesive.

OUTCOME

This wasn’t just about logos on walls. It was a full integration of brand, material, and experience. The work honored Zekelman's industrial identity while delivering spaces employees could feel proud of. As account manager Matt Cushing put it, "Client satisfaction is what we’re most proud of. They see us as an extension of their team."

Partner Perspective: Project Management Partners

"I thoroughly enjoy the close collaboration working with Cushing and Sepia. They are always my first call for any graphic needs. Their designers are excellent at interpreting our vision for a client and creating designs that result in incredibly interesting and engaging spaces. Partnering with their project team is always a positive experience and the end result is that it is obvious that the graphic design is a fundamental part of the project, rather than an afterthought."

Stephanie Schalk-MortimerProject Manager & Senior Designer

REFLECTIONS

From grand, two-story graphics to carefully crafted hallway vignettes, the final environments reflect Zekelman’s scale, craft, and deep brand pride.

“We worked hand in hand with the construction team on site,” noted Matt. “They view us as an extension of their team.”

Simultaneously balancing budget-conscious design with industrial-grade install, this project showcases Sepia Studio’s capacity to adapt and execute at scale.

Amanda summed it up best: “Everything we touched turned to Zekelman.”

Highlights