Harrington Metal Fabrication
Harrington Metal Fabrication has a story that’s deeply familiar in manufacturing — and yet, when you look closer, almost unbelievable.
Like many legacy shops, Harrington had relied almost entirely on industry reputation and word-of-mouth to carry the business forward. Inside the marine and heavy fabrication world, they were well known and respected. Online, however, their presence told a very different story.
The photography was outdated by more than a decade with low resolution, doing no justice to either the scale or the complexity of the work. The website had been patched together by a well-meaning but inexperienced and unreliable nephew who had left broken links and placeholder content all over the place.
The brand name itself was inconsistent, split between Harrington Marine and Harrington Metal Fabrication, creating confusion at a time when the company was actively expanding beyond the industrial marine space into new territories. Offshore drilling, once a primary driver for their work, had slowed. On top of that, hiring pressures were mounting, and their marketing materials were long overdue for a refresh.
Harrington knew they needed to diversify, attract new opportunities, and begin telling a clearer, more compelling story — not just to customers, but to future employees as well.
Shaping the Story
The company has been around since the 1970s, passed down through generations, humbly building a reputation for something few other shops in the world can do. Harrington specializes in fabricating massive, cylindrical steel rings known as kort nozzles which surround propellers on large vessels. These nozzles are a critical part of the propulsion system, improving efficiency, strength, and performance so ships can move incredibly heavy loads, even through icy waters.
Over the decades, Harrington has built more than 1,900 nozzles of all sizes, including units so large they could swallow a pickup truck whole. One of their most notable projects involved an ice boat weighing nearly 88,000 pounds. This is highly technical, high-stakes work, performed by a shop that sits in a category of its own, with only one or two true competitors worldwide.
Sharpening the Brand
Marketing Metal spent time inside the shop, documenting not just the finished products, but the people behind them. New photography captured the true scale of the work, the craftsmanship involved, and the personality of the team — something that had been completely missing before. Harrington’s brand was consolidated under one clear name: Harrington Metal Fabrication. The legacy was honored, but the presentation was brought firmly into the present.
From there, the Buildout™ expanded well beyond a website. A new trade show booth was designed to replace materials that hadn’t been updated in over a decade. Brochures, business cards, and swag were created to reflect the strength and precision of the work while still feeling human and approachable. The visual direction leaned slightly vintage — a nod to owner Josh Harrington’s love of antiques and old-school craftsmanship — while staying clean, modern, and confident. Most importantly, the focus stayed on the people. Faces, stories, and pride were brought front and center.
The result was a brand that finally matched the reality of the shop floor.
Shining Beyond the Shop Floor
Harrington Metal Fabrication now shows up the way they deserve to. Their website reflects the technical excellence they’re known for. Their marketing materials support growth instead of holding it back. And their story, one built on decades of problem-solving, innovation, and grit, is now reflected when you look them up online and see them at trade shows.
For a shop with a legacy this strong, rebranding was about showing the world what had been there all along.
Ready to start magnetizing your people?
Schedule a quick 15-minute call with Emily HERE to figure it out. No sales pitch, no gimmicks, just a quick introduction to see how we jive.
Learn more about our Radical process HERE.
