Where Strategy, Storytelling, and Structure Meet
A look at the SMART Sheet Metal Workers Local Union 49 website, member portal, and brand evolution.
At Second Story Marketing Group, every project gives us insight that helps shape the way we serve the skilled trades, and each one builds on the last, expanding our understanding and making us a stronger partner to the organizations we serve.
Our recent work with SMART Sheet Metal Workers Local Union 49, representing New Mexico and West Texas, is a strong example of what can happen when strategy, storytelling, and structure come together with purpose.
This project included a new website, member portal, authentic imagery, and an expansion of brand assets that together created a stronger, more unified digital presence for Local 49. Each piece mattered, but the true strength of the project came from how they worked together to better support the union’s identity, communication, and connection with its members.
For Local 49, the goal was to create a modern, mobile friendly, secure hub that made it easier for members to connect with the union, access information, and stay informed. Just as important, the project created an opportunity to strengthen how the union presents itself visually and digitally, with a brand presence that better reflects its pride, strength, and culture.
This project also marked an important milestone for our team. As our first portal project, it deepened our understanding of how important digital structure and backend functionality are for unions and skilled trades organizations. A strong platform is not only about what people see. It is also about how it works, how it supports day to day operations, and how it helps an organization better serve its members.
Authentic imagery was central to that work. In the skilled trades, credibility matters. People respond to what feels real. That is why we believe the most effective storytelling comes from real people, real environments, and real culture. When imagery reflects the true identity of an organization, it builds trust and creates a stronger point of connection.
The expansion of brand assets was equally important. A stronger visual system creates consistency across platforms and gives an organization more flexibility in how it communicates moving forward. It supports not only the website and portal, but future outreach, member communication, and overall brand recognition.
As Isaiah Zemke, Business Manager/Financial Secretary, shared:
“We built this new website to make it easier to connect with Local 49 and easier to see the value of being part of this union every day. It is a modern, mobile friendly secure hub for our members, built to share pride in the trade and keep people informed.”
We are proud of this project not only because of what was built, but because of what it represents. It reflects the growing need for skilled trades organizations to have digital platforms that are strategic, authentic, and operationally strong. It also reflects the kind of work we want to keep doing: helping businesses and organizations in the construction industry build stronger brands, stronger platforms, and stronger connections.
Thank you to every client, collaborator, and supporter who has been part of this journey. Your story has shaped ours.