Peterborough custom machinery company Steelworks Design is now AVIT Manufacturing

New brand better reflects company's products and services for further expansion into global automation marketplace

AVIT Manufacturing, the new name and brand of Steelworks Design, is unveiled during an open house and media conference at the company's facility at 1961 Fisher Drive in Peterborough on June 6, 2019. (Photo courtesy of Mega Experience)
AVIT Manufacturing, the new name and brand of Steelworks Design, is unveiled during an open house and media conference at the company's facility at 1961 Fisher Drive in Peterborough on June 6, 2019. (Photo courtesy of Mega Experience)

Steelworks Design, a design-build custom machinery company in Peterborough, is now AVIT Manufacturing.

Founders Don and Rhonda Barnet announced the new brand during a media conference and open house on Thursday (June 6) at the company’s facility at 1961 Fisher Drive in Peterborough, where it provides integrated technology for the automotive, wood processing, and energy industries.

The rebranding includes a new corporate name and logo, and the company’s website will be redesigned to reflect the new brand.

The logo of Peterborough custom machinery company AVIT Manufacturing, formerly Steelworks Design, was developed with marketing agency Mega Experience. (Logo courtesy of AVIT Manufacturing)
The logo of Peterborough custom machinery company AVIT Manufacturing, formerly Steelworks Design, was developed with marketing agency Mega Experience. (Logo courtesy of AVIT Manufacturing)

“It’s important that Steelworks Design retains its established values but at the same time develops a new and modern identity,” saud president and chief technical officer Don Barnet.

“Our new brand is part of our plan, targeted to emphasize the strength of our capabilities, our growth, our position in the marketplace, and our commitment to always produce stellar products for our customers.”

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The company worked with marketing agency Mega Experience over the past year to develop the new branding.

“Taking on the AVIT Manufacturing name is just the start as we continue to focus on our own product and service innovation,” said president and chief operating officer Rhonda Barnet. “AVIT will continue to incorporate modern technology in all aspects of our business to carry out our high-quality operations.”

Peterborough Mayor Diane Therrien speaks at AVIT Manufacturing's facility at 1961 Fisher Drive in Peterborough during a rebranding announcement on June 6, 2019 as company founders Rhonda and Don Barnet look on.  Peterborough-Kawartha MP Maryam Monef also made remarks via video. (Photo courtesy of Mega Experience)
Peterborough Mayor Diane Therrien speaks at AVIT Manufacturing’s facility at 1961 Fisher Drive in Peterborough during a rebranding announcement on June 6, 2019 as company founders Rhonda and Don Barnet look on. Peterborough-Kawartha MP Maryam Monef also made remarks via video. (Photo courtesy of Mega Experience)

One of the reasons for the rebranding was that the former name of the company, Don Barnet explained, “pigeonholed us as a steel structures company, which is only a small part of our product and service offering.”

The new brand also better positions the company to expand further into the global automation marketplace.

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The rebranding follows the company’s move last year to its larger state-of-the-art manufacturing facility at 1961 Fisher Drive in Peterborough’s Major Bennett Industrial Park. The move consolidated the company’s five lines of business — automated fastening systems, automated assembly systems, lifting systems, engineering services, and product service and maintenance — in one location, improving its production capabilities and allowing for further innovation.

AVIT Manufacturing was founded in 2002 by Don and Rhonda Barnet as Steelworks Design. The company currently employs 23 skilled trades and engineers — with a focus on advancing women in manufacturing and skilled trades — and plans to double its operations in the next three years. Some of its clients include General Electric, BWXT, Siemens, Honda, NEFAB, MasterBrand, Peterborough Utilities, Andritz Hydro, and Coca-Cola.

AVIT Manufacturing was founded in 2002 by Don and Rhonda Barnet as Steelworks Design. In 2018, the company consolidated its operations into a larger state-of-the-art manufacturing facility at 1961 Fisher Drive in Peterborough's Major Bennett Industrial Park. (Photo courtesy of AVIT Manufacturing)
AVIT Manufacturing was founded in 2002 by Don and Rhonda Barnet as Steelworks Design. In 2018, the company consolidated its operations into a larger state-of-the-art manufacturing facility at 1961 Fisher Drive in Peterborough’s Major Bennett Industrial Park. (Photo courtesy of AVIT Manufacturing)

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