After 50 years of company growth and partnership, American Roll Form decided to enhance their successful brand with a powerful website.

American Roll Form started in 1960 as a committed roll forming operation and developed into a strong, stable, one-stop fabrication powerhouse. Customers asked for a reliable, economical, more efficient way to have their fabrications delivered; ARF took the lead to provide for customers in the energy, medical, retail, storage, transportation, highway safety, electronics, and many more industries.

Insivia faced an interesting challenge when charged with the website’s redesign: how do you maintain a half-century-old brand image while revitalizing its look? To start, the logo was preserved but enhanced, featured within the homepage’s interactive flash banner that displays a quick presentation of ARF’s solutions. The mainstay of ARF’s success through the years has been its dedication to expertise. This ideal is apparent in their Resources section, which highlights ARF’s case studies, white papers, news posts, and industry articles. On proud display throughout the site are galleries of custom photography, allowing visitors to clearly see the expansive ARF capabilities.

“We had to strike a balance between tradition and creativity. ARF is an established organization, and we kept that in mind throughout the design process,” says Andy Halko, CEO of Insivia.

You may view ARF’s newly-designed site at

Author Information

Andy Halko is the CEO of Insivia is a Strategic Growth Consultancy helping companies scale through our Breakthrough Growth Program and Agile Marketing solutions.

September 19, 2019 Seminar

Driving Traffic To Generate Leads: Content Marketing, Paid Ads & SEO

If your business if starving for new leads but struggling with all of the noise, rising costs, and a rapidly changing landscape of the digital marketing world, this seminar will equip you with what you need to gain momentum and leave with an actionable gameplan.

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