“Nothing stacks up like North American Steel.” When it comes to designing and manufacturing pallet racking systems, North American Steel Inc. knows their stuff. When they wanted to engage and inspire new clients with a trade show gift that represented North American Steel and what they do, their team started mocking up ideas. They came to their discovery call with Playwell Bricks with these ideas in hand. One of these was a North American Steel racking system reimagined in bricks and able to hold a smartphone.

Playwell Bricks designer Petrus Gartler created the custom smartphone holder concept. At this point, the concept usually exists in the digital realm as this is when the client and designer start tweaking details to get the design right. However, since the North American Steel team was in this together, they requested a photograph of the unit, with smartphone, for team approval. Petrus was happy to oblige, and his own smartphone starred in the concept photograph.

The team at North American Steel liked the concept, but they wanted to make sure the set would fit even the latest iPhone model. After all, each pallet racking system they design is made to fit the exact industrial spaces of their clients. If this custom Playwell Bricks set was to truly represent them, this aspect needed to be reflected in their promotion. “It’s got space for a phone that’s 12 studs wide,” Petrus assured them, forgetting that not everyone thinks in bricks the way designers do. “That’s 9.6 cm or 3.7 inches wide,” he added.

After a few tweaks, and adding in the North American Steel logo, this set was ready for the next steps.

After hitting on the clever name of MobileBay for their custom set, North American Steel Inc. added this note to their marketing page in the instructions, capturing this set’s essence, “inspired by the racking solutions we manufacture every day, this mini desk accessory brings a little warehouse logic to your workspace… Built with the same attention to function and form-just a lot smaller.”

The team at North American Steel, Inc. also took the time to go through the instructions, requesting changes to make sure that the build experience of this custom Playwell Bricks set echoed the construction of their pallet racking systems as much as possible.

By creating this fun and functional desk accessory, North American Steel Inc. not only engages potential clients in the tactile experience of building this custom set, but once built, this set becomes conveniently functional. Moreover, it will cradle something that everyone is always reaching for, keeping North American Steel’s logo and product front and center.

If you’d like to commission your own custom set, Playwell Bricks specializes in custom design for corporate production. Our designers work with your branding and budget to help you build well, brand well, and gift well, with Playwell. Contact us to schedule your discovery call today.