Case Study:
Lexicon: Building More Than Steel
Who is Lexicon?
Headquartered in Little Rock, Arkansas, Lexicon is one of the nation's leading steel fabrication and construction companies. With more than 3,400 employees across approximately 30 job sites in 12 states, they fabricate, construct, and maintain some of America's largest industrial facilities—from steel mills and manufacturing plants to distribution centers and data centers. In just a few years, the company nearly doubled its workforce while tripling annual revenue, making strong communication and employee engagement more important than ever.
The Challenge
When Bill Fitzgerald joined Lexicon as Director of Marketing, branded merchandise quickly became part of his responsibility. The company's existing online merchandise program wasn't meeting expectations, and a replacement vendor unexpectedly backed out just weeks before launch. At the same time, Lexicon was preparing to launch LexCOMM, a new internal communications platform designed to better connect employees across the organization.
With only a small portion of employees using company email addresses, reaching field employees across dozens of locations was a challenge. Lexicon needed more than an online company store—they needed a partner who understood their workforce and could help build excitement around their brand while simplifying fulfillment, creative support, and employee access to branded merchandise.
"Give them a challenge, and they will rise to it. Whether it's the systems, the creative, the production, or the fulfillment, they'll figure out a way to get it done. They'll even help you sell it through your own organization."
Bill Fitzgerald
Vice President of Marketing &
Communications, Lexicon, INC.
Ink’s Position
Ink partnered with Lexicon to launch the new LexGear online store alongside the rollout of LexCom. Employees were encouraged to activate their new communication platform by receiving a free branded t-shirt, helping drive adoption of both initiatives at the same time.
As the partnership grew, so did the store. What started as a small catalog expanded into a much broader selection of products tailored to Lexicon's workforce—from apparel and headwear to outerwear, and promotional products. Ink also became an extension of Lexicon's marketing team, providing creative support, product recommendations, promotional materials, fulfillment, and inventory management as new needs emerged.
Measuring Success
Today, branded merchandise has become an important part of Lexicon's employee experience. Employees proudly wear company apparel across fabrication shops and job sites, helping strengthen company pride while reinforcing a culture centered around its people. Campaigns like Women in Construction (celebrating Women In Construction Week) and ESOP (celebrating their transition to being employee-owned) have celebrated the workforce while creating excitement around the brand.
The partnership has also continued to evolve behind the scenes. Faster fulfillment, expanded product offerings, improved storefront design, and ongoing creative collaboration have helped Lexicon keep pace with rapid growth while giving employees merchandise they're genuinely excited to wear.
4
Years of Partnership
499
Employees Served Since 2021
3,000+
Products Sold Since 2021
$60,000+
Total Merchandising Revenue
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Start with
Retail-quality products
Some buyers prefer to start by choosing a specific garment for their project. Start here to view dozens of the trendiest styles right now in casual apparel.
Level up with
Completely custom artwork
Other buyers prefer to start with the artwork. Without a doubt, custom art is the #1 thing that will set your merchandise apart. Start here to create something together worth wearing.
Start with
Retail-quality products
Some buyers prefer to start by choosing a specific garment for their project. Start here to view dozens of the trendiest styles right now in casual apparel.
Level up with
Completely custom artwork
Other buyers prefer to start with the artwork. Without a doubt, custom art is the #1 thing that will set your merchandise apart. Start here to create something together worth wearing.
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