Kimco USA

Web Design, Logo Design

May 8, 2026

Overview

Kimco USA partnered with HLew Marketing to complete a full website redesign and brand refresh for their manufacturing company.

The Client

Kimco USA is a manufacturing company based in Marshall, Illinois that specializes in stainless steel material handling equipment for corrosive materials. Their primary products include portable salt conveyors, permanent salt conveyors, loading systems, hopper systems, replacement parts, and service support for both their own equipment and other brands. The company originally began in 1986 and has continued to grow through multiple facility expansions, increased manufacturing capabilities, and decades of experience serving government agencies and industrial buyers. Their conveyors are used by state Departments of Transportation, county highway departments, municipal public works teams, contractors, agricultural facilities, and co-ops. Kimco USA is known for service before and after the sale, build quality, stainless steel construction, parts availability, customization, and long-term customer support.

The Challenge

Kimco USA had an outdated website that no longer reflected the quality, scale, or professionalism of the company. While the website was not intended to be a high-volume traffic generator, it played an important role in reputation, buyer confidence, government procurement, and product education. The primary challenge was creating a website that could clearly explain Kimco USA’s conveyor systems to a highly specific audience while making the company look modern, credible, and established. The website needed to: Clearly explain portable and permanent salt conveyor systems. Communicate the difference between product types and applications. Build trust with government, DOT, municipal, and public works buyers. Modernize the brand while still honoring the company’s history. Organize technical information in a way that feels easy to understand. Support quote requests with clearer project intake information. Present Kimco USA as a long-standing, reliable manufacturer with strong service and support. In addition to the website, Kimco USA also needed a refreshed logo and brand identity that could be used consistently across the website, brochures, apparel, signage, and future marketing materials.

My Approach

The strategy focused on industrial credibility, product clarity, and brand modernization. Instead of creating a generic manufacturing website, the structure was built around the real buying process for salt conveyor systems and the questions buyers need answered before requesting a quote. The website was organized to help visitors quickly understand what Kimco USA manufactures, who they serve, which conveyor system fits their needs, and how to begin the quoting process. The brand refresh was designed to feel modern, durable, and industrial while still staying connected to the company’s existing identity. The updated logo concept incorporated a hidden conveyor-inspired element into the brand mark, creating a more memorable and relevant visual identity for the company. Key work included: Developed a modern, responsive website design optimized for desktop and mobile. Created a clearer sitemap and page structure for product education and quote generation. Wrote professional, SEO-conscious website copy based on Kimco USA’s product details, company history, and buyer needs. Designed dedicated content for portable conveyors, permanent conveyors, applications, engineering specifications, contact, and request-a-quote pages. Created a cleaner product journey that explains the benefits, use cases, and technical considerations for each conveyor type. Refined the messaging around Kimco USA’s strengths, including stainless steel construction, service, support, customization, production speed, and long-term parts availability. Designed a refreshed logo and brand identity system with updated colors, typography, and visual direction. Built the site to support future expansion, including downloadable specs, additional product resources, and updated media.

The Results

The completed website gives Kimco USA a professional, modern digital presence that better reflects the company’s experience, manufacturing capabilities, and reputation in the salt conveyor industry. The new website improves how buyers understand Kimco USA’s products, applications, and quoting process while reinforcing the company’s credibility with government agencies, municipalities, DOTs, contractors, and agricultural buyers. The project delivered: A modern website that replaces an outdated online presence. Clearer product communication for portable and permanent conveyor systems. Stronger credibility with government and public works buyers. A refreshed brand identity that feels more professional and consistent. Improved website structure for product education and quote requests. Better alignment between Kimco USA’s brand, website, and future marketing materials. Kimco USA now has a website and brand identity built to support their reputation, communicate their expertise, and present the company as a trusted manufacturer of stainless steel conveyor systems across the United States.

Great to work with from start to finish. Fun, prompt, patient, and always kept the project moving forward. Did an awesome job on both our website and logo design. Really appreciated the communication, creativity, and attention to detail throughout the whole process. Highly recommend.