Steel Town Speed
Brand Identity and One-Page Website Crafted for a Classic Car Shop
Digital Marketing, Branding, & Website Packages Used:
One-Page Site
Brand Identity
About Them
Steel Town Speed is a classic car, truck, and restomod shop based in Rock Falls, Illinois. Founded by Tyler Felder, a Wyotech graduate with an unmatched eye for detail, the shop delivers high-quality custom builds that fuse craftsmanship with creativity. Tyler is as meticulous as they come, ensuring every bolt, weld, and cut is perfectly executed. When it came time to brand his new business, he wanted a partner who shared that same precision, pride, and deep understanding of car culture.
Waivium is outstanding and exceeded all expectations on my logo, business cards, and website. They are true professionals—I could’ve never achieved this on my own. The entire experience was enjoyable, and I’ll continue to use their services for all future needs. Their work speaks for itself, and I’m grateful to have found someone so skilled and dependable.
Tyler Felder
Owner of Steel Town Speed
The Challenge
Finding a Design Agency That Could Match His Standards
For Tyler, the biggest challenge wasn’t defining what he wanted—it was finding someone capable of bringing it to life. Most local design and marketing agencies he reached out to didn’t fully understand his business or the culture behind it. Their work felt generic, rushed, and disconnected from the craftsmanship he built his reputation on.
He wasn’t looking for filler design work or a quick logo just to get started. He wanted a partner who understood car culture, shared his eye for detail, and could create a brand that looked as refined and intentional as the builds coming out of his shop.
What We Did About It
Modern Craft. Classic Influence.
To capture the spirit of Steel Town Speed, we approached the project like a restomod—honoring classic influence while introducing a clean, modern edge. We developed a custom startup package tailored to Tyler’s goals and budget, designed to reflect his precision and passion for detail from the very first impression.
Deliverables included:
– Three logo concepts that balanced vintage automotive typography with modern visual refinement
– Custom business card design featuring an illustrated gauge cluster with spot gloss detailing for a raised, tactile finish
– Apparel artwork highlighting local Rock Falls and Sterling landmarks alongside two of Tyler’s signature builds
– Custom-coded one-page Wix website with classic-inspired linework and subtle scroll animations that add movement and craftsmanship to the experience
Every element was intentionally built to feel like his work—clean, functional, and full of character. The result is a brand and website that blend nostalgia and innovation seamlessly, just like the cars that leave his shop.