Manitowoc Tool & Manufacturing
A 60-year-old metal stamping manufacturer modernized
Manitowoc Tool and Manufacturing needed more than a new website. They needed a brand identity that matched the precision and scale of their operation, and a digital presence that could represent them to buyers who would never set foot inside their 300,000 sq. ft. plant.
About
Manitowoc Tool and Manufacturing (MTM) is an industry-leading precision metal stamping, metal fabrication, and tool and die company located in Manitowoc, WI. Operating 24/7 out of a 300,000 sq. ft. facility, MTM serves industries ranging from aerospace and agriculture to recreational vehicles and appliances. With over 60 years of experience, MTM had the equipment, the people, and the track record. They needed a brand and a website that could prove it.
"MTM had the facility, the equipment, and 60 years of experience. My job was to give them a brand and a website that showcased modern American manufacturing"
The Problem
MTM's existing website had aged out of step with the company it represented. It was not responsive across devices, loaded in over 16 seconds, and offered no clear path for prospective customers to understand capabilities and request a quote. There was no video integration, no brand consistency, and the backend made even minor updates a frustrating process. Their web presence was actively working against them at a time when the company was investing heavily in new equipment and expanded capacity. On top of that, there were no formal brand standards. No defined logo, no color system, no typography. Nothing a vendor, printer, or marketing partner could work from.
The Challenge
MTM operates in a B2B manufacturing environment where buyers are evaluating vendors based on capability, reliability, and trust. A website refresh alone would not be enough. Before the first line of code was written, MTM needed a brand identity they could own and build on for years. That meant developing a logo, establishing a color palette, and setting typography standards from scratch. Then the website had to function as a sales tool for a company that could not always get decision-makers to visit in person, integrating video tours, high-quality facility photography, and a defined customer journey with a single call to action. Four years after launch, the site needed to evolve again into a full recruiting platform capable of handling job applications end to end.
The Solution
The project started with a complete rebrand. A new logo was designed and a formal brand guide was produced, establishing MTM's visual identity: a bold black, steel gray, light gray, and gold color palette built around Pantone standards, with Prompt (all caps) for headlines and Open Sans for body copy. For the first time, MTM had documented brand standards they could hand to any vendor.
The new website launched in January 2021 on WordPress, built for speed, mobile responsiveness, and brand clarity. The site was architected around a defined customer journey with Request a Quote as the primary call to action. Video tours, facility photography, and a structured services section gave prospective buyers a comprehensive view of MTM's capabilities without an in-person visit. MailChimp and social media integrations were added, and the content layout was built so MTM staff could make updates independently.
In 2025, the site was expanded with a complete job application system built on Advanced Custom Fields (ACF) and Gravity Forms. Key features included dynamic job listings managed through a custom HR user role, a public-facing job openings page with filtering, conditional logic application forms allowing resume upload or full application, automated email notifications with job title and applicant name in the subject line, candidate source tracking, and secure resume file handling. Email deliverability was coordinated with MTM's IT team to prevent filtering through their Barracuda email security system.
The Result
MTM went from no brand standards and a 16 second load time to a documented visual identity, a fast and modern web presence, and a purpose-built B2B sales tool. The site accurately represents the scale and capability of MTM's facility to buyers who cannot visit in person, with video tours, a structured services architecture, and a clear path to request a quote. The 2025 job application expansion gave HR a professional, controlled recruiting workflow they manage independently, with no reliance on external developers for day-to-day operations. The brand and site continue to serve as a living platform as MTM grows.
Details
Client: Manitowoc Tool & Manufacturing
Location: Manitowoc, WI
Launched: January 2021
Industry:
Manufacturing
B2B
Services:
Web Design
Rebrand (Logo, Color, Font)
Hosting
Custom Plugin Development
DNS Support
Tech Stack:
WordPress
Vimeo
Live site