McKenzie Valve

Project Overview

Steel Croissant established a strategic partnership with McKenzie Valve, a distinguished rail valve manufacturer, with the goal of revolutionizing their digital presence while modernizing their brand identity. This comprehensive project encompassed multiple key objectives, including dramatically enhancing the user experience, developing and implementing a robust content strategy, and substantially increasing their visibility across digital platforms.

Client Background

Throughout their impressive 25-year journey in the rail industry, McKenzie Valve and Machining has cultivated an outstanding reputation built on two fundamental pillars: the exceptional reliability of their tank car valves and their unwavering commitment to superior customer service. Their vision was to embrace modern branding while carefully preserving the market position and industry authority they had meticulously built over decades.

Solution & Implementation

Brand Modernization: Through careful analysis and creative innovation, the team orchestrated a transformation of McKenzie Valve's visual identity. This process involved thoughtfully integrating their most successful existing brand elements with contemporary design principles, resulting in a sophisticated and unified brand presence that bridges tradition with modernity.

Website Development: A groundbreaking feature of the new digital platform was the sophisticated product search functionality, enabling customers to efficiently locate McKenzie Valve equivalents for competitor products. The team enhanced this with intuitive custom product filters, creating a seamless user experience that significantly reduced the time required for product discovery and comparison.

SEO Strategy: The team implemented a comprehensive SEO strategy, developing meticulously researched content that incorporated strategically selected industry-specific keywords. This approach substantially improved McKenzie Valve's search engine rankings and enhanced their digital footprint. The strategy included the creation of detailed, informative blog posts that not only delivered significant value to their target audience but also systematically strengthened their position in online search results.