Steel Root Design
Turning a skilled craft into a product brand ready for the market.
TL;DR
- Brand creation and Shopify e-commerce website built from the ground up
- Product catalog, shipping, taxes, and payments fully configured
- Visual identity and copy developed through founder interviews and research
- Business launch support beyond the website, including domain, email, and systems
Overview
Steel Root Design is a California-based maker of handcrafted Corten steel planters, built for durability, architectural presence, and long-term use. The brand was founded by fabricator Moises Hernandez, whose background in welding and metalwork naturally led to a product line designed to last for decades.
When we began working together, Steel Root Design existed as an idea and a set of early products, but not yet as a brand or an online business. The goal was to take the company from no website and no brand to a complete, functional e-commerce presence ready to sell products nationwide.
The Challenge
This project started at zero. There was no brand name, no logo, no website, and no established online systems. In addition to designing a site, the work involved helping a skilled fabricator translate hands-on craftsmanship into a digital product experience.
Key challenges included:
- Defining a brand name and visual identity
- Creating an e-commerce experience for heavy, freight-shipped products
- Setting up shipping, taxes, and business infrastructure correctly
- Writing all website copy from interviews, not pre-written content
- Launching quickly while making decisions that would hold up long-term
Goals & Priorities
The primary goals were simple but foundational:
- Establish a clear, durable brand identity
- Launch a functional Shopify store with initial products
- Make purchasing large steel planters straightforward and transparent
- Build systems the client could manage independently after launch
Just as important was creating something that felt authentic to the craft, not overdesigned or trendy, but solid, restrained, and confident.
Approach
I began by interviewing the founder to understand his background, values, and long-term vision. From there, I conducted light market research into similar products, competitors, and pricing models to help shape both the brand and the site structure.
Based on that work, I:
- Developed the Steel Root Design name and brand direction
- Created logo variations and a simple style guide
- Wrote all website copy directly from interviews and collaboration
- Guided product photography planning before web build began
Shopify was chosen as the platform because it offered the most reliable foundation for e-commerce, inventory management, payments, and shipping, especially important for physical, heavy products.
The Solution
The final website presents Steel Root Design as a confident, product-focused brand rooted in craftsmanship. The site includes:
- A curated catalog of seven initial products
- Clear product descriptions and specifications
- Educational content explaining Corten steel and long-term durability
- A complete FAQ addressing shipping, weight, patina, and maintenance
- Legal and operational pages (privacy, refunds, terms) set up properly
The design uses natural tones inspired by weathered steel and landscape environments, allowing the products to stand out while reinforcing the material’s character.
Selected Details
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Results & Impact
Steel Root Design launched with a complete brand and e-commerce system in place. The client now has:
- A professional online presence aligned with their craft
- A scalable Shopify store ready for new products
- Clear systems for orders, shipping, and customer communication
- Full ownership and control of their website and business tools
The site is designed to grow alongside the business whether through new products, custom orders, or future partnerships.
"Tona was really easy to work with and is very knowledgeable. I’m glad I chose him to help me build my website."
Launching a product or business
from the ground up?
I help founders turn ideas, skills, and early products into clear, functional websites ready for real customers.