Solid Form
The Work
Rebrand
Website
Internal Communications
Fundraising Campaign
Thought Leadership
The Landscape
Metal Fabrication
Construction
My Role
Marketing Strategist
Brand Strategist
Campaign Strategist
Content Strategist
About the Business
Solid Form is a custom metal fabrication shop in McMinnville, Oregon, facing a talent crisis that has become familiar in the skilled trades. President Deven Paolo sought a new way to approach it.
To attract top talent and better connect with their community, Solid Form needed a brand that told the story of who they are and what they stand for — that would act as a symbol of their culture of ingenuity. Working closely with President Deven Paolo and our talented design team, I led the shaping of a new brand, inspired by the metaphor of climbing: purpose, preparation, and constant, active problem-solving. Evoking the geometry of mountain peaks and the bonds that connect climbers, their new logo reflects the ingenuity that defines Solid Form — making them a magnet for like-minded people who want to build something meaningful.
REBRAND
WEBSITE
With a talent shortage threatening the future of the business, Solid Form needed a website that did more than show off their work. I helped design and strategize a digital home that not only showcased their craftsmanship and client success stories, but also served as a tool to attract, educate, and inspire the next generation of skilled tradespeople. From wireframes to final design, I worked with the team to ensure every page communicated their commitment to innovation, culture, and growth.
Deven Paolo, President, Solid Form (Kinesis Case Study)
“I’ve had contractors comment on our brand and website. People in our community know our mission statement now — I talk to them at parties and they bring up ingenuity.”
INTERNAL COMMUNICATIONS
Solving the talent crisis wasn’t just about hiring — it was about building a workplace where people could see a future. I partnered with Solid Form to develop custom training programs, employee growth maps, and a transparent organizational chart that gave every team member a clear path forward based on their unique strengths and ambitions. This work not only supported recruitment efforts, but also fostered a culture of growth and continuous learning, making Solid Form an employer of choice in a competitive market.
The result? The Solid Form team has grown by 30%.
FUNDRAISING CAMPAIGN
To expand opportunities for future tradespeople, Solid Form also established an education endowment fund to support local trade students. In support of this fund, we helped Solid Form launch a custom crush pinot noir called Rising Together. The wine was announced at Solid Form’s first annual unconference, where we brought together tradespeople, educators, and community leaders to discuss the talent shortage in a unique format.
Result: We raised enough money for seven student scholarships in a matter of months.
THOUGHT LEADERSHIP
Before long, Solid Form became known as one of the most sought-after employers in rural McMinnville — turning Deven into a thought leader for how to address the talent crisis in the skilled trades. I worked with him to distill his story into a compelling narrative that resonated beyond the walls of the shop. Supporting both the application process and talk development, I helped him bring this message to a national audience on the TEDx stage with his talk, “Bridging the Gap to Right-Fit Career Paths.”
Deven Paolo, President, Solid Form (Kinesis Case Study)
“Looking back, I’m amazed at how much we’ve accomplished together. We’ve reinforced our foundation where it was needed and we’re laying the building blocks for the future. It’s been a phenomenal growth period for Solid Form.”
Agency
Kinesis
Design
Allie Harold
Photography
Bryan Aulick