/ Project Overview
Evolving a national leader in steel erection into a future-ready brand
LPR Construction has been a national steel erection leader since 1979 — delivering complex structural projects across the U.S. for major owners and general contractors. As they expanded into new markets and accelerated recruiting, their digital presence no longer reflected their scale, sophistication, or values. Blennd partnered with LPR to design a modern web experience that elevates their brand, showcases their project expertise, and attracts the next generation of ironworkers and strategic partners.
/ The Challenge
A disconnect between reputation and digital trust
Despite decades of landmark work — from cultural icons to major industrial facilities — LPR’s previous website struggled to support key business initiatives:
- It lacked visual differentiation in a market where structural contractors often look the same.
- Project information was buried or outdated, limiting credibility in pre-qualification.
- Recruitment relied heavily on third-party job portals with little visibility into culture or opportunity.
- Navigation and messaging didn’t reflect the sophistication or breadth of services.
The result: a digital experience that undersold their strengths — and missed opportunities to engage owners, GCs, and a growing multilingual workforce.
/ The Solution
A brand and website designed around people, proof, and performance
Guided by stakeholder interviews, personas, and UX research, we rebuilt LPR’s digital presence to communicate leadership in three strategic areas:
Human-centered content & storytelling
We showcased the people behind the work — emphasizing safety, skill, and pride through candid imagery and culture-driven messaging.
Stronger portfolio intelligence
Projects are now searchable by industry and scale, positioned as proof points that reflect LPR’s national capability and operational readiness.
Recruitment as a core user journey
A more personal careers experience highlights benefits, pathways, values, and why LPR is the best place to build — especially for Spanish-speaking ironworkers.
Future-forward platform
Upgraded architecture, performance optimization, ADA compliance improvements, and scalable CMS capabilities future-proof the website for expansion.
/ Results
A modern web experience that elevates their brand, showcases their project expertise, and attracts the next generation of ironworkers and strategic partners.
The results for LPR are clear:
- Improved digital credibility in pre-qualification evaluations
- Stronger engagement from owners, GCs, and steel fabricators
- Increased career-driven traffic and application conversions
- Clearer communication of safety leadership and operational excellence
- A digital presence that reflects the scale of their national reputation
/ Key Highlights
Empowering Success: Blennd’s Impact on LPR Construction
- Modern brand system rooted in clarity, precision, and trust
- Reimagined portfolio emphasizing recent, high-impact structural work
- Culture-first careers hub designed to attract and retain top craft talent
- Streamlined navigation mapped to audience intent (Owners + Workforce)
- New photography & video strategy aligned with real jobsite authenticity
- Performance + accessibility upgrades for better usability and SEO results