Custom web and graphic design for service providers, Metro-Detroit Web Designer

American Skilled Trade Services is a trusted Metro Detroit contractor offering year-round landscaping, carpentry, and property maintenance. Their commitment to professionalism, clear communication, and quality workmanship shows through in every project, and their returning clients and referrals speak for themselves.

LUXE WEB DESIGN + BRANDING

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THE CHALLANGE

American Skilled Trade Services had the skill and client loyalty, but their digital presence didn’t reflect it. Their website was unorganized, visually inconsistent, and difficult for customers to navigate. Their branding lacked cohesion and often professionalism, making it hard for potential clients to instantly understand their services or trust their expertise.

Web Re-design, image of client's previous, outdated website - web design for service providers

BEFORE

To elevate ASTS’s digital presence, I rebuilt their website creating a clean, strategic, and easy-to-navigate platform that clearly communicates their services and showcases the quality of their work.

I refined their existing logo to feel more modern and cohesive with their brand identity, then expanded that visual direction into business cards and custom graphic ads to support their marketing across social media and print.

The result is a unified and conversion-focused presence that reflects the craftsmanship and professionalism ASTS brings to every project.

THE SOLUTION

Screenshot of web design client's new website - web and graphic design for service providers

AFTER

DESIGN NOTES

Their existing icon logo already communicated their trade and identity effectively, so it became a consistent visual anchor across their website and marketing materials. By pairing it with a more cohesive, bold wordmark, the primary logo now feels stronger, more balanced, and more complete as a unified brand mark.
Pairing Bebas Neue (Headlines) for its tall, clean, condensed letterforms and Tablet Gothic (Body) for a simplistic sans serif, psychologically communicates strength, professionalism, approachability, and masculinity; perfect for a trades business.
Black, white, grey, and pops of vibrant green create a balance look of industrial grit and modern professionalism. Black communicates strength & professionalism, grey is modern, white conveys cleanliness and an ease of navigation, and green gives just the right touch of energy and trust.
Background textures such as concrete, brick, and pavers were intentionally chosen to match the environments ASTS works in. This grounding visual style keeps the graphics practical, gritty, and directly tied to the services offered creating instant visual context for the viewer.
Each graphic uses a cohesive system of typography, color, and layout, reinforcing ASTS as a reliable and professional skilled-trades company.