Custom Components Announces New Brand Identity

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Despite the downturn in the construction market, with the company's flagship brand, US Railing™, the company has experienced 400 percent growth over the last four years. A new brand identity was created to position company for triple digit growth over the next five years.

 Custom Components is the premier manufacturer, fabricator and supplier of architectural engineered products in North America

Custom Components is the premier manufacturer, fabricator and supplier of architectural engineered products in North America

“Our new brand identity and positioning will eliminate confusion in the market place and help our national group of 30 sales representatives cross-promote all of our products and services," explains Jim Ellsworth and Frank Peterson, principal owners.

Custom Components Company, LLC, the premier manufacturer and supplier of architectural engineered products in North America, has announced its new brand strategy and marketplace identity initiatives that reflect the company’s continued pursuit for incremental growth. With the company’s flagship brand, US Railing™, the company has experienced 400 percent growth over the last four years, despite the downturn in the construction market. With aggressive plans to triple the business over the next five years, the company has created a new brand identity and organizational shift to better position the company to attain this aggressive goal.

“With limited marketing, we have seen tremendous market penetration over the last four years. To meet our objectives, we have to take the company to the next level and strategically position our products and capabilities to the building and design professionals.” explain Jim Ellsworth and Frank Peterson, principal owners. “Our new brand identity and positioning will eliminate confusion in the market place and help our national group of 30 sales representatives cross-promote all of our products and services”.

The primary corporate identity will shift from US Railing™ to Custom Components™, creating an umbrella brand over the product brands. A new corporate logo and tag line, “Architectural Engineered Products” has been created and will be the new identity of the company. Custom Components’ business portfolio includes US Railing™, an extensive line of stainless steel railings, aluminum railings and glass railings; Steel Studio USA, a line of prefabricated stainless steel and glass railing products; AL Tech™, a complete line of interior framing products; and US Sunguard™, a line of architectural sunshades. Additionally, Custom Components’ Engineered Services™ offers clients custom designs and related fabrication.

For additional information on Custom Components™, visit http://www.ce-aep.com or call 800-516-9474.

About Custom Components:
Custom Components™ is the premier manufacturer, fabricator and supplier of architectural engineered products in North America, including interior and exterior railing systems, interior aluminum office fronts, stile and rail doors, and sun control devices. Custom Components™ offers full design, engineering, and fabrication of one-of-a-kind architectural elements. Through a national network of independent architectural representatives and an in-house staff of engineers, Custom Components offers the highest level of technical and product assistance to building and design professionals. The Custom Components’ divisions include: US Railing™, Steel Studio USA, AL Tech™, US Sunguard™, and Engineered Services™.

For additional information, visit http://www.cc-aep.com or call 800-516-9474

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