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Rally® Awards 2024: Honoring Top Innovators in Recruitment Marketing and Employer Branding

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The 2024 Rally® Awards™ celebrate 22 winners across 15 categories, including Best Recruitment Marketing Campaign and Best Employer Brand Launch, plus Rising Star and Recruitment Marketer of the Year

BOSTON, June 6, 2024 /PRNewswire-PRWeb/ — Rally® Recruitment Marketing, the premier community of 50,000 recruitment marketing, employer branding and talent attraction professionals, proudly unveiled the winners of the 2024 Rally® Awards™ today.

“The 2024 Rally Award winners exemplify the vital role that skilled recruitment marketing professionals play in modern talent acquisition and the profound impact their work has on their organizations’ growth,” said Lori Sylvia, Rally’s Founder & CEO.

Celebrating its fifth year, the Rally Awards is a prestigious global competition that recognizes the most innovative and effective recruitment marketing and employer branding strategies designed to attract top talent. This year, the competition was fiercer than ever with a record number of submissions, showcasing the growing emphasis on sophisticated recruitment marketing and talent branding strategies in today’s competitive labor market. A total of 29 awards were given across 15 categories to 22 exceptional individuals and teams. Categories included Best Launch of a Recruitment Marketing Strategy, Best Employer Brand Video, Best Use of Organic Social Media in Recruitment Marketing and Best Use of Recruitment Marketing Technology. Special honors were also bestowed for Recruitment Marketing Rising Star and Recruitment Marketer of the Year, highlighting the bright futures and remarkable achievements of the leaders in the field.

“The 2024 Rally Award winners exemplify the critical role that skilled recruitment marketing professionals play in modern talent acquisition,” said Lori Sylvia, Rally’s Founder & CEO. “Today’s successful employers differentiate themselves by crafting compelling employer brands and actively engaging with potential candidates via social media and digital channels, moving beyond the outdated ‘post and pray’ approach. We’re delighted to highlight the innovative contributions of our Rally community members and the profound impact their work has on their organizations’ growth.”

This year, the Rally Awards was sponsored by Ph.Creative, a leading employer brand consultancy and agency. Melanie Murphy, Chief Marketing Officer at Ph.Creative, commented on this year’s program. “As proud sponsors of the Rally Awards, I am thrilled to celebrate this year’s winners who exemplify excellence in recruitment marketing and employer branding. Their creativity, innovative strategies and remarkable results set a high standard in our field, highlighting the immense impact of these dedicated professionals in attracting and engaging top talent. Congratulations to all the winners for their outstanding contributions and for leading the way for our industry,” she said.

Winners were selected by an independent panel of esteemed peer judges, many of whom are previous Rally Award winners:

Heather Johnson, Employer Branding Lead, Booz Allen HamiltonCasie Shimansky, Brand Editor, CiscoAnthony Rosato, Global Talent Acquisition Program Manager – Employment Branding, Qurate Retail GroupCristal Mikenas, Head of Employer Brand & Recruitment Marketing, TakedaRachel Duran, Head of Global Employer Brand and Recruitment Marketing, Hewlett Packard EnterpriseAntonio Stephens, Director, Culture Communications and Talent Brand Marketing, Levi Strauss & Co.Christina Spadaro, Talent Branding Manager, Rapid7Audree Hall, Talent Brand Attraction Program Manager, Coupa SoftwareRobin Dagostino, Employer Branding & Marketing Senior Director, Boston Consulting GroupKayla Branham, Senior Manager, Recruitment Marketing, ADTWhitney Wallace, TA Marketing and Sourcing Manager, Baylor Scott & White Health (2023 Recruitment Marketing Rising Star)Liz Gelb-O’Connor, VP, Global Head Employer Brand & Marketing, ADP (2023 Recruitment Marketer of the Year)

Each entry was judged on strategy, quality, innovation and verified results.

2024 Rally Award winners by category:
Best Employer Brand Video
First Place:
Ford Motor Company — “Movers of the World, Makers of the Future”
Second Place (tie):
Evonik — “Be Part of Something Special”
King — “Making the World Playful”
Third Place:
Grab — “Grab life with both hands”

Best Employee Generated Content
First Place:
HCL Tech, Sahil Mehta, Vivek Garg, Abhimanyu Prathap, Surbhi Sharan, Sudarsana Ganguly — “Empowering People Through Music”
Second Place:
SiteOne Landscape Supply — “Lights, Camera, Action: Engaging Passive Candidates Through the Power of Employee Video Storytelling”

Best Talent E-Newsletter
First Place:
TTEC — “Keeping Smiles Connected: How Our Global Alumni Newsletter Bridges Distance and Fuels Growth”
Second Place:
UBS — “Recruitment Ready with UBS”

Best Use of Organic Social Media in Recruitment Marketing
First Place:
King — “Amplifying the Kingdom on LinkedIn”
Second Place (tie):
Church & Dwight — “Always-On Talent Attraction”
TTEC — “Bringing Smiles to TTEC EMEA’s Facebook Communities”

Best Use of Paid Social Media in Recruitment Marketing
First Place:
Baylor Scott & White Health — “BSWH Paid Social Media”

Best Use of Video in Recruitment Marketing
First Place:
Grab — “Grab life with both hands”
Second Place:
UBS — “UBS Apprenticeship Campaign Video”

Best Recruitment Marketing Campaign
First Place:
UBS — “UBS Apprenticeship Campaign”
Second Place:
Eaton, Raven Hazlett — “Attracting a Manufacturing Workforce in the Digital Age”

Best Content Marketing Program
First Place:
Grab — “Grab life with both hands”
Second Place:
Ascension Health — “Associate Storytelling – Ascension Careers”

Best Employer Brand Launch
First Place (tie):
Dunkin’, Kristen Ferguson, Ashley Fowler — “All ‘In For The Win”
SEB — “SEB Global EVP”
Second Place:
Intuitive — “Proving What’s Possible”

Best Careers Blog
First Place:
Cisco — “WeAreCisco Blog”
Second Place:
Baylor Scott & White Health — “BSWH The Heartbeat Blog”

Best Launch of Recruitment Marketing Strategy (Solo / Small Team)
First Place:
Gerdau North America, Bryce Rioux — “120+ Year Old Steel Manufacturer going All In on Recruitment Marketing”
Second Place:
Cleaver-Brooks — “Ignite your Career with Cleaver-Brooks”

Best Launch of Recruitment Marketing Strategy (Large Team)
First Place:
MetLife — “At MetLife, it’s All Together Possible!”

Best Use of Recruitment Marketing Technology
First Place:
Northwestern Mutual — “The Full Funnel: Northwestern Mutual’s Comprehensive View to Drive Marketing ROI, powered by Talentegy”

Recruitment Marketing Rising Star
Winner:
Sarah Osborne, Mutual of Omaha

Recruitment Marketer of the Year
Winner:
Megan Claar, Sheetz

2024 Rally Award Winner Quotes

Award recipients expressed their gratitude for the honor, highlighting the crucial role of their teams and leadership in championing employer branding and recruitment marketing as key strategic priorities within their organizations.

Rachel Flanders, Director of Talent Acquisition & Development, Cleaver-Brooks

We are incredibly proud of the Cleaver-Brooks Recruitment Marketing team for earning second place in the Best Launch of Recruitment Marketing Strategy, Small Team category. This achievement underscores the vital role of having a dedicated recruitment marketing team in building effective talent attraction campaigns, publicly recognizing our outstanding employees, and highlighting the numerous benefits of being a part of the Cleaver-Brooks family. Your hard work and innovative strategies are instrumental in attracting top talent and showcasing what makes our company a great place to work. Congratulations on this well-deserved recognition!

Kristen Ferguson, Senior Manager-Talent Attraction, Inspire Brands

We are honored to receive the Rally Recruitment Marketing Award for Best Employer Brand Launch. This recognition for Dunkin’s All IN’ for the Win campaign is a testament to the collaborative efforts of our franchisees and the invaluable feedback from Dunkin’ team members. Our franchisees’ insights and dedication to this process exemplify how, at every level within Dunkin’, we are runnIN’, smilIN’, growIN’… all IN’. We are grateful for their partnership and proud to celebrate this achievement together.

Jennifer Blackledge, Employer Branding Communications, Ford Motor Company

Our Talent Attraction team is honored to have our “Movers of the World, Makers of the Future” video series recognized! From the day we covered the wall with sticky notes and had our “aha!” moment, to watching our vision come to life with the help of Communicore, we’ve all been so excited about this campaign. It just felt right and so representative of Ford: proud of our past but even more excited about the future. We’re so grateful to the employees featured in the video for sharing their stories with the world. Thank you, Rally!

Bryce Riou, Recruitment Marketing Leader, Gerdau

I feel truly grateful to be part of a team that is pushing the limits of what can be done to modernize our approach to recruitment marketing and employer branding. Receiving the 1st place award for best launch of recruitment marketing strategy (Solo / Small Team) was a true honor. Our strategy can be summed up as: meet candidates where they are and create a candidate experience that we’d want ourselves. Congratulations to all the winners and thank you to the judges and the Rally team!

Meenakshi Benjwal, Associate Vice President, HCLTech

We’re truly thankful for this recognition in the employee-generated content category at the Rally Awards 2024. Big thanks to our amazing employer brand marketers for their dedication and innovative interventions in making the HCLTech Employee Value Proposition “Find Your Spark” a reality. This award is also special to us as it celebrates the exceptional song created by our talented employees on World Music Day and recognizes how we enable our people to pursue their passion in the workplace.

Richard Gordon, Employer Brand, Associate Director, King

We know that our social content makes a difference to the talent we want to attract, and winning the Best Use of Organic Social Media in Recruitment Marketing category for our work in Amplifying the Kingdom on LinkedIn feels like the best kind of endorsement of all the time, effort and resource we put into creating it. Content that authentically reflects what it’s like to work at King. This is recognition for anybody who contributes to this in any way – be it the Kingsters we feature, our social creative agency or any of the internal functions that help us do what we do!

Karla Diaz, Senior Director, Talent Attraction & Planning, Northwestern Mutual

We’re thrilled to be recognized by Rally Recruitment Marketing for outstanding achievements leveraging recruitment marketing technology to attract top talent. This award is a testament to the team’s dedication, innovation, and commitment to excellence in talent attraction to revolutionize our recruitment marketing strategies and elevate our employer brand to new heights.

Michele Posehn, Sr. Recruiting Manager, Diversity and Early Talent Initiatives, SiteOne Landscape Supply

SiteOne has such a strong work culture and what we needed to attract and engage talent was an outlet to amplify the voices of those who live it and contribute to it every day. We partnered with iCIMS to leverage the power of video, transform our talent experience through authentic testimonials and put the ‘human’ back into ‘human resources.’ As a result, we’re able to create videos featuring our best spokespeople – our associates – to attract new candidates and grow and retain our existing team members.

Jonna Sjövall, Global Head of Talent Attraction and Campus Recruiting, UBS

We’re thrilled to have been honored with three Rally Awards this year. It’s a tough competition where we compete with the best recruitment marketing campaigns globally. This recognition is a testament to the innovative efforts and dedication of our Junior Talent, Recruiting and Talent Attraction teams. We’re proud of our hard work and more motivated than ever to keep engaging with young talent across the globe for the many career paths we offer. Also, a big congrats to all of the 2024 Rally Award winners!

James Barraclough, Employer Branding Project Management Team Lead, SEB

We embarked on this journey to uncover our authentic employer brand and put it into words and visuals, and we did so with the input of thousands of our SEB colleagues globally. We employed a data-led approach, looking to external talent, colleagues and our leaders for the input to shape our direction forward. After that, it’s all about getting our great people to share their experiences, whether through video, social media, articles or events. Ultimately, it’s about using data to build a human, employee centric employer brand. We believe we’ve done that and are already seeing some of the results of that, but we know this is a continuous process, so this is really just the beginning. We would like to thank our main agency partner Universum for their support and the Rally Awards for the honor and recognition!

Sarah Osborne, Sr. Recruitment Marketing Specialist, Talent Acquisition, Mutual of Omaha

Being named this year’s Recruitment Marketing Rising Star is a tremendous honor. Organizations like Rally and the support of the recruitment marketing community have made such an impact on my career, so to be acknowledged by Rally and my peers means the world to me. I couldn’t have achieved this without the continuous support from Mutual of Omaha and my amazing internal partners and talent acquisition team. I look forward to continuing to learn, grow and achieve great things in the field of recruitment marketing.

Megan Claar, Recruitment Marketing & Employer Branding Manager, Sheetz

With so many talented practitioners in Recruitment Marketing, it’s truly an honor to have received the most coveted award in our space. This achievement is a testament to the hard work and dedication of our incredible #WorkFam here at Sheetz. It’s a high-five to all of us and validation of the magic we make when we collaborate and dare to dream big. It’s a humbling experience to be recognized by my peers and I look forward to continuing to lead the way in Recruitment Marketing. Here’s to breaking more molds, shattering ceilings and pushing boundaries in the world of RM!

Supporting Quotes

Support from across the community poured in to congratulate this year’s winners.

Grace Kraemer, Recruitment Marketing Manager, Aspirant RPO

Congratulations to Cleaver-Brooks on their remarkable achievement and all other winners and participants of the 2024 Rally Awards. It’s been an absolute honor and privilege collaborating with their outstanding team. I am incredibly thankful for the opportunity to elevate the employment brand and amplify the recruitment marketing efforts alongside such an exceptional group of professionals.

Jillian O’Malior, VP, Brand and Creative Solutions, Recruitics

We at Recruitics couldn’t be more excited to congratulate our amazing partners at Dunkin’ on winning the Best Employer Brand Launch for their “All ‘IN for the Win” EVP campaign. Working together on this strategic initiative has been a true pleasure, and we’re thrilled to see “All ‘IN” continue to thrive and inspire!

Stephen Quinn, CEO & Founder, Atomic

Working with Grab has been an exciting journey for Atomic and we’re delighted to see the campaign celebrated with 3x Rally Awards. This project let us get creative on a global scale, highlighting what makes Grab’s culture special. We enjoyed capturing real employee stories through videos and social media, showing what it really means to work at Grab. This partnership allowed us to create authentic and engaging content that aligns with Grab’s mission to improve lives.

Carolina Savatier, Strategy Consultant, Universum

At Universum we are thrilled to see SEB win a Rally Award and are proud of our strong collaboration with them throughout the project. Getting to know SEB as an employer was an exciting journey. The final EVP provided SEB with a refreshed employer brand, authentic and forward-looking, which yielded positive results both externally and internally. I’d like to extend my congratulations to the entire SEB team. This achievement underscores the power of strategic employer branding.

Diane Fanelli, Chief Operating Officer, iCIMS

SiteOne Landscape Supply’s successful and innovative approach to recruitment marketing underscores the power of video in creating meaningful connections with today’s talent, even in challenging hiring environments. By leveraging the authentic voices of their own employees, at a lower lift and lighter cost, SiteOne has not only enhanced their employer brand, but also bolstered their team with a recruitment strategy for long-term success. I’m proud of the transformative impact iCIMS Video Studio has had on our customers like SiteOne. We are honored to partner with the TA team on their mission to reach specialized talent and achieve their hiring goals through impactful storytelling and technology.

About The Rally® Awards

The Rally Awards is a global, peer-reviewed competition recognizing and celebrating excellence in recruitment marketing and employer branding practices. The goal of the competition is to uncover what marketing and branding strategies really work in recruiting and to share those strategies with the Rally Recruitment Marketing community of 50,000 professionals from around the world. Unlike other award competitions, the Rally Awards honor individuals who work in-house at employers, rather than agencies or vendors.

About Rally®

Rally® Recruitment Marketing is an online community where the best Recruitment Marketing ideas are learned and shared to educate and empower you to lead the future of talent acquisition. Rally with us at https://rallyrecruitmentmarketing.com.

Media Contact

Lori Sylvia, Rally Recruitment Marketing, 1 (508) 372-0744, info@rallyawards.com, https://rallyrecruitmentmarketing.com/ 

View original content to download multimedia:https://www.prweb.com/releases/rally-awards-2024-honoring-top-innovators-in-recruitment-marketing-and-employer-branding-302165791.html

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Global Security & Technology Summit Unveils Month-Long Program of Activities Ahead of December Event

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RIYADH, Saudi Arabia, Oct. 24, 2026 /PRNewswire/ — The Organizing Committee of the Global Security & Technology Summit (GSTS) held an introductory session today at the Ministry of Interior’s headquarters in Riyadh, bringing together representatives from the government, private, and nonprofit sectors to introduce the program of activities leading up to the summit. The upcoming summit will be held in Riyadh under the patronage of HRH Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, under the supervision of HRH Prince Abdulaziz bin Saud bin Naif bin Abdulaziz Al Saud, Minister of Interior, and organized by the Ministry of Interior in cooperation with Tuwaiq Academy.

During the session, the Organizing Committee presented the comprehensive GSTS program, comprising three key components: GSTS Month, running from November 1 to 30, 2026; the Global Security & Innovation Fair (SAIF), taking place from November 24 to 26, 2026; and the main Summit, scheduled for December 18 to 20, 2026, in Riyadh. Together, these events form an integrated program designed to advance security and technology innovation, strengthen national capabilities, and foster international cooperation.

GSTS Month will feature working groups, boot camps, training programs, knowledge-sharing sessions, and technical workshops across Saudi Arabia’s 13 administrative regions, delivered both in person and remotely in collaboration with specialized entities. The month-long program aims to develop national capabilities, identify emerging talent, enrich knowledge-sharing opportunities, and equip professionals with the knowledge and skills needed to develop innovative solutions to future security and technology challenges.

The main Summit will bring together global leaders, decision-makers, experts, and innovators to explore the future of security and technology, promote the integration of advanced technologies within the security sector, strengthen national capabilities, support innovation, and foster international cooperation, further positioning the Kingdom as a global hub for security and technology.

Showcasing the latest technological breakthroughs and security solutions, the summit will bring together government entities, private sector organizations, academic institutions, and research centers to facilitate knowledge exchange and collaboration across key fields, including cybersecurity, artificial intelligence (AI), the Internet of Things (IoT), smart security solutions, emerging technologies, and crisis management. The program will also feature main sessions, specialized discussions, and interactive exhibitions. Registration is available at gsts.sa.

Advisor to HRH the Minister of Interior and Chairman of the GSTS Organizing Committee, Ahmed Altowayan, stated that the summit builds on Saudi Arabia’s efforts to establish an advanced security and technology ecosystem focused on knowledge and innovation, keeping pace with rapid developments and future challenges.

Mr. Altowayan noted that the summit is a global platform for strengthening cooperation and exchanging expertise, anticipating future developments in security and technology, and developing strategic partnerships and innovative solutions that enhance the efficiency and readiness of security systems.

Vice Chairman of the GSTS Organizing Committee, Eng. Abdulaziz Alhammadi, said that the summit will offer a range of integrated programs and activities focused on enhancing national skills, encouraging innovation, and supporting international cooperation.

He added that GSTS Month will help build national capabilities, discover talent, and develop skills, with SAIF providing a platform for innovators and researchers from around the world to showcase leading technological solutions, while the main Summit will bring together leaders and experts to discuss the future of security and technology and explore new strategic partnership opportunities.

SAIF will take place at the Riyadh International Convention & Exhibition Center, bringing together innovators, researchers, technology talents, and industry experts from around the world to showcase promising innovations and projects across 14 fields of technology and innovation. The fair will provide opportunities to engage with project owners, including students, graduates, and entrepreneurs, and explore the different stages of innovation development through interactive zones, panel discussions on emerging security and innovation trends, and knowledge-sharing workshops led by specialists. Visitor registration is open to participants from within and outside the Kingdom through saifair.sa.

The introductory session also featured contributions from representatives of government, private, and nonprofit sector entities, alongside members of the media. Discussions focused on developing national capabilities in security and technology, strengthening students’ technical expertise, translating scientific research into practical solutions, and supporting Saudi companies in developing security and technology solutions and advancing digital transformation.

Organized by the Ministry of Interior in cooperation with Tuwaiq Academy, GSTS is produced by Tahaluf, with the Ministry of Education serving as Strategic Scientific Partner, Tahakom as Founding Partner, and Elm as Principal Partner.

Registration for participants from within and outside the Kingdom is available at gsts.sa.

Click here to view the media kit. 

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Axon Announces Body 5: Next-Generation Camera Built for the AI Era

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Axon Body 5 delivers 25x the AI processing power of earlier-generation cameras, with upgraded connectivity, audio and battery life to support real-time situational awareness in the field

SCOTTSDALE, Ariz., Oct. 24, 2026 /PRNewswire/ — Axon (Nasdaq: AXON), the global leader in public safety technology, today announced Axon Body 5, its newest body-worn camera designed to bring more powerful intelligence, connectivity and real-time support directly to officers in the field.

For years, Axon body cameras have helped agencies capture critical evidence and create greater transparency. Body 5 is built to help officers during the call, with information, assistance and backup on the spot.

“Officers shouldn’t have to choose between getting information and watching the scene. With Axon Body 5, they don’t,” said Rick Smith, Axon Founder and CEO. “They capture a license or document with the camera, keep their hands free and eyes up, and get information faster than writing it down and calling it in by radio. An officer fully engaged with the person in front of them, not down at a notepad, is a safer officer and a better-served community.”

Axon Body 5: Built for the AI Era

Built from the ground up for the AI era, Axon Body 5 delivers 25x the AI processing power than earlier generation Axon body cameras, alongside advancements in connectivity, audio, video and battery life. Together, these upgrades give the camera the physical power to run smarter AI features — both today and as new AI tools are developed in the future — while also making it more dependable for officers to use every day. 

For the first time, Axon is also introducing two versions of its latest flagship camera: Axon Body 5 and Axon Body 5 Pro.

Both models feature several key advancements, including:

25x more processing power for AI: A powerful new computing architecture creates the capacity to support current and future AI features directly on the body camera.Enhanced video: Improved video captures clearer evidence across challenging environments, including better low-light performance.Improved connectivity: Seamless connectivity in urban and remote environments – and more precise location capability – helps officers, cameras and remote support teams stay connected when timely information matters most.Longer battery life: 20% more battery life than the previous generation helps keep the camera ready and connected throughout an officer’s shift.

The Axon Body 5 Pro will continue to gain new AI capabilities as they become available, growing along with the AI Era Plan. Additionally, new hardware features include:

A near-focus camera: An additional dedicated camera lens lets officers scan driver’s licenses to check status and search for wants or warrants in seconds, without returning to the patrol vehicle, with relevant information sent to Axon Fusus to support real-time operations.Front-facing speakers: Four additional speakers project even more powerful audio toward the person an officer is speaking with, helping real-time translations from Axon Assistant carry more clearly over heavy traffic or crowd noise. Additional memory: Extra space lets the camera run several AI tools at once, helping officers stay better informed and work faster.

Bringing More of Axon’s AI Era Into the Field

Axon Body 5 helps officers get more out of the Axon AI Era Plan by bringing smart tools right to the scene. Axon’s portfolio already supports public safety professionals across a growing range of tasks. For example, Draft One helps officers turn body-camera audio into high-quality report drafts and Axon Assistant provides voice-based information access and real-time translation.

Increasingly, Axon is also bringing AI into real-time operations.

Axon Guardian is a new category of AI features within the AI Era Plan that was specifically created to work with an officer’s field-based devices – starting with body cameras and in-car cameras – to improve safety. Guardian is designed to flag potential risks as situations unfold and create alerts when additional attention may be needed. Two of the first features include:

Escalation Detection: When an Axon Body 4 or Axon Body 5 camera is activated and recording, Guardian has the ability to detect potential conflicts in real time and create an alert in Axon Fusus. A human reviews the livestream and decides if additional support or action is needed.Approach Alert: When active on Axon Fleet 3, Guardian can detect if the door of a stopped vehicle opens and alert the officer through the in-car display and their body-worn camera.

Combined, Axon Body 5 and the expanding AI Era portfolio demonstrate the importance of AI as a critical resource to assist public safety professionals before, during and after an incident — reducing administrative burden, improving situational awareness and helping protect more lives.

Innovating Responsibly

Axon’s Responsible Innovation framework guides the development of all of its products. Designed with this in mind, Axon Body 5 and Guardian prioritize human oversight and maintain agency control over data. As a key part of the responsible innovation process, Axon’s independent Ethics and Equity Advisory Council was created to help responsibly develop and deploy new technologies with transparency, while aligning with community expectations.

General availability dates for Axon Body 5 and Axon Guardian will be announced soon. Product features and capabilities vary by configuration. For more information on Axon’s current products and services: Axon Product Catalog – Axon.com.

About Axon
Axon (Nasdaq: AXON) is the global leader in public safety technology supporting state, local, federal and international public safety agencies with technology designed to Protect Life. Complementing its mission, Axon’s growing Enterprise market focuses on protecting critical infrastructure and frontline workers across multiple industries including corporate security, hospitality, retail and healthcare. Founder-led since 1993, Axon builds products with transparency and responsibility. From TASER energy devices to today’s connected network of hardware – including cameras, drones, and robotics – cloud software, sensors, and AI-tools, the Axon ecosystem helps seamlessly protect people and places when it matters most. To ensure these technologies align with community expectations, Axon’s independent Ethics & Equity Advisory Council guides the ethical, inclusive, and accountable design of its products and services. Learn more about the EEAC and Axon’s Responsible Innovation framework at Axon Responsibility. 

Non-Axon trademarks are the property of their respective owners. Axon, TASER and the Delta Logo are trademarks of Axon Enterprise, Inc., some of which are registered in the US and other countries. For more information, visit www.axon.com/legal. All rights reserved.

Please visit https://investor.axon.com and https://www.axon.com/newsroom for more information.

Media Contact:
Kate MacKinnon
Vice President, Communications
press@axon.com

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In HelloNation, Custom Fabrication Expert Mark Coyle Explains a Common Mistake in Custom Aluminum Design

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The article explains why smart geometry, not thicker walls, creates stronger, more efficient aluminum components.

ROCHESTER, N.Y., Oct. 24, 2026 /PRNewswire/ — What early design choice causes many custom aluminum projects to become heavier, costlier, or harder to manufacture? That question is addressed in a HelloNation article featuring insights from Custom Fabrication Expert Mark Coyle of American Custom Metals, Inc. in Rochester, New York, that outlines how misunderstanding aluminum behavior leads designers to rely on thick walls instead of stronger geometry.

The article begins by explaining that many people assume thicker walls automatically make aluminum parts stronger. It notes that aluminum does not respond to wall thickness the way steel does. Instead, its performance is shaped by how the metal flows through the extrusion die. The article states that custom aluminum design is more effective when profiles use ribs, chambers, and flanges to create stiffness without adding unnecessary weight. This guidance helps readers understand why adding material often increases cost without improving strength.

The article also highlights that thicker walls change how aluminum moves during extrusion. When heavy areas fill more slowly, the metal cools unevenly and can develop stress that only appears later. The HelloNation piece explains that well-balanced geometry keeps extrusion smooth and predictable. This consistency makes it easier to maintain dimensional accuracy across long production runs. By focusing on geometry, custom aluminum design avoids the problems that come with slow extrusion speeds and uneven cooling.

Another insight in the article centers on how ribs and internal supports influence stability. It describes how a thin wall supported by a properly placed rib often performs better than a thick wall with no reinforcement. This happens because the rib helps distribute load, improve stiffness, and guide the aluminum as it cools. The article explains that this structural approach makes custom aluminum design more efficient and gives designers more control over how the final part behaves under pressure.

The article also shows why early collaboration between designer and fabricator prevents costly changes. It states that a fabricator familiar with extrusion can catch potential issues before a die is built. Small adjustments to corners or transitions can remove weak points or improve metal flow. The article notes that this teamwork keeps the design aligned with real-world production. By working together early, both sides reduce the risk of redesigning the die after the first test run.

Machining is another area where the article explains how wall thickness affects performance. Features such as deep pockets or sharp internal angles may require slow feed rates or special tooling. When walls are thicker than needed, those areas can become difficult to machine cleanly. The article states that thoughtful custom aluminum design makes machining more predictable. Small changes, such as adding radiused edges or sizing features to match standard tools, help shorten cycle times and prevent tool wear.

Thermal behavior receives detailed attention as well. The article explains that aluminum retains heat differently depending on the mass of each section. Thicker walls hold heat longer, which increases the chance of distortion during extrusion, machining, or finishing. When a design uses geometry to create strength, the material cools more evenly. This reduces warping and helps long profiles stay aligned. The article notes that stable cooling is important for components that require a precise fit and consistent shape throughout an entire production run.

Cost is also a key topic in the article. It states that heavier profiles increase material use, extrusion time, and tooling needs. A custom aluminum design that relies on geometry instead of mass lowers material consumption and keeps the fabrication process efficient. The article explains that lighter parts are easier to handle, ship, and assemble. This saves money across multiple stages of production and supports long-term manufacturing efficiency.

The article also notes that smart custom aluminum design creates profiles that behave predictably during extrusion and machining. Smooth transitions, balanced wall dimensions, and structural features help reduce the chance of distortion or dimensional drift. These elements also lower scrap rates and support reliable performance. By using geometry instead of excess material, designers build parts that maintain strength without compromising manufacturability.

As the article concludes, it emphasizes that avoiding thick walls is one of the best ways to improve performance and lower cost. It states that the most dependable custom aluminum components come from designs that use structural features to strengthen the profile. When designers understand how aluminum behaves at each stage of extrusion and machining, they create parts that are strong, efficient, and consistent from batch to batch. This approach turns custom aluminum design into a predictable process rather than a series of uncertain adjustments.

A Common Mistake in Custom Aluminum Design features insights from Mark Coyle, Custom Fabrication Expert of Rochester, NY, in HelloNation.

About HelloNation
HelloNation is America’s Good News Network, a premier media platform built on the idea that good news travels faster when real people tell real stories. Through its community-focused publications and innovative “edvertising” approach, HelloNation delivers content that informs, inspires, and spotlights the leaders making a meaningful impact in their communities.

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