Following its third successful year as a public company, Reliance Steel & Aluminum wanted to outline not only the story of their excellence but also the reasons and the philosophy of their growth: customer service, product diversification, and increased market share through acquisition.

Using transparent vellum sheets that involve the reader in the story as they unfold, we told the story of management’s approach to a hard-core manufacturing business with a sophisticated attitude. The goal is quietly stated on the vellum while the dramatic duotone photography shouts the results in bold white type. The shape of the book, its rounded corners and bolt binding, reflects the products that the company produces.