Gabel Metalworks · 2026
A product born on the floor, sold like one
Brand site + Shopify launch for the Gabel Rotary InfoBoard
Gabel Metalworks builds the Rotary InfoBoard — a six-sided, American steel information stand designed inside their own LEAN factory. The site had to sell a physical product to operations leaders who trust proof over polish.
The challenge
A first-ever direct-to-buyer product from a precision metalworking shop. It needed to read as credible manufacturing, not startup gadget, while still working as a clean e-commerce funnel across manufacturing, healthcare, logistics, education and corporate buyers.
The approach
Led with real footage of the team huddled around the board on the shop floor, then layered a technical UI system — mono spec labels, a floating cut sheet, a running ticker of specs — over full-bleed factory photography. Use cases became scannable industry blocks, and every path ends at one CTA: shop the Rotary InfoBoard.
The outcome
A site that carries the line 'American Innovation. Built to last. Built to lead.' from the hero all the way to checkout — with specs, origin story and buying path all in one scroll.
6
Sides
71"
Height
11ga USA
Steel
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