ColdSmith: six trades, one crew.
A Cape Town technical services company with six departments, from aircon and cold rooms to electrical, solar and catering equipment, and a mascot for each one. We redesigned ColdSmith’s logo, gave every department a world of its own and built a 20-page site aimed at Cape Town searches. They paid once-off, and we’re still helping them get found.
20
Pages designed & built
6
Departments, each with its own world
11
Landing pages for Cape Town searches
36
Real job photos in moving collages
Six trades, six mascots and no website yet.
ColdSmith is a technical services company in Kommetjie, Cape Town, working across the Western Cape. It runs as six departments: Cold Smith for aircon and refrigeration, Electro Smith for electrical work, Solar Smith for solar and backup power, Storm Smith for surge protection, Pure Smith for water filtration and Chef Smith for catering equipment. The forecourts, coffee chains and restaurants it works for need most of them on one site.
ColdSmith came to us with its mascots: six characters, one for each department, each with a set of background artwork. The brief was to build the website around them and make one company with six trades read as one team. Online there was only a “Launching Soon” page, and the logo was a two-colour image cut from a JPEG, with an icon built round a snowflake: right for one of the six trades, wrong for the other five.
One badge for all six trades.
The logo ColdSmith came with, next to the one we drew.
Wordmark
Icon
Cut from the mascots’ uniform.
We took the look from what the mascots wear: navy workwear, white lettering and one colour per trade. The site is night navy wherever it shows and light wherever there’s reading to do. Every department name sits on a plate in its own colour, and a strip of all six colours, the crew tape, runs under the logo and along the footer.
The new logo is COLDSMITH in one colour, in the same square-shouldered capitals as the mascots’ caps, with the crew tape beneath it. It’s vector, so it holds up on a favicon, a van door or an embroidered patch, and we drew the patch too. Then we gave each department a world: its background artwork made into one deep scene, tuned so white text stays readable on all six. Point at a mascot on the homepage and its world fills the stage.
One team, six ways in.
People come looking for one trade: a cold room that won’t hold its temperature, a tripping DB board, a broken pie warmer. Every part of the site gets them to the right department fast, and every page tells Google what the work is and where.
A world for every department
Point at a mascot (or tap it) and its details come out from behind it while its world fills the stage and the rest of the team steps into shadow. The same world heads the department’s own page.
A new logo and crew kit
The wordmark, a CS icon and a stitched patch, all vector, plus name plates, the six-colour crew tape and a share card for every department, so a link sent on WhatsApp shows the right one.
Found in Cape Town searches
Ten service pages and a restaurant and forecourt page, each leading with what people search for, from cold room installation and DB boards to pie warmer and ice machine repairs in Cape Town. Structured data, a checked sitemap and IndexNow for Bing.
Office hours, live
Two lamps in the header show whether the office is open and that the emergency line takes calls 24/7. Reply times come from the clock, and South Africa’s public holidays are worked out year by year.
Real jobs, always moving
ColdSmith’s own job photos run as a slow, drifting collage on the homepage and the department pages. Drag it, swipe it, or click a photo to see it full size.
The right department, first time
Every form asks which department the job is for, goes straight to ColdSmith’s sales inbox and answers with a thank-you screen in that department’s world. WhatsApp is one tap away on every page.
The team, one at a time.
On a phone the six departments become a column you scroll through. Each one’s world takes over the screen as it reaches the middle and blends into the next, its details come out from behind it, and a tap opens its page. The office status sits in the header, and WhatsApp stays in the corner of every page.
Six trades that read as one team.
ColdSmith went from a “Launching Soon” page to a 20-page website that says what each department does and where: aircon, cold rooms, commercial fridges, DB boards, VSDs, solar backup, water filtration and catering equipment repairs across Cape Town and the Western Cape.
The mascots are now the way in. The team is the menu, every department has a world of its own, and the new logo works wherever the crew turns up: on the site, a van, a uniform or a Google listing.
The team is extremely professional, creative, and helpful throughout the entire process. Everything was handled smoothly, with no hassles at all. We are very happy with the final result and truly appreciate the effort and creativity that went into our website.
Pages delivered
Built with
They paid once. We still look after them.
ColdSmith paid once for the build, with no monthly plan. The site is live and we’re still helping, because being found takes more than a website.
Their Google Business Profile
We’re setting it up with them: the categories and service areas, the office hours, the description and the services list, and a square version of the new logo for the listing.
A plan for getting found
A launch kit in plain steps: Search Console and Bing on day one, which pages to submit first, the directories to list on with the same details everywhere, and a message asking for a review after every job.
Advice as they grow
We keep advising them on what moves them up Google from here: reviews, matching listings, links from the brands they work for, and the new pages their customers’ searches call for.
