Time for a change.
A big one.

The Challenge

Established and well respected listed company Steel & Tube needed to differentiate themselves in what is an intensely price competitive industry. As part of a series of strategic initiatives that would shift operational, cultural and service structures to deliver a more customer-centric business model, Steel & Tube wanted a new brand platform that would signal positive change and demonstrate a bold market promise.

The brand creation and engagement approach needed to be ‘inside out’ – the brand platform would need to act as a powerful catalyst of change for both internal and external audiences.

For Steel & Tube, operating as ‘one company’ was a key focus – this did not mean delivering less, it actually meant delivering more focused value to clients, and it was about a clear unification and solidification of Steel & Tube’s identity, principles and offering; all of which needed to be captured in a new brand platform. 

The Solution

The new brand platform would need to signal and facilitate change for both internal and external audiences, sending new challenges to a mostly unchanged industry. Additionally the size of the company was underrepresented – Steel & Tube have a huge national footprint and significant regional presence that needed stronger visibility, cohesion and leverage in order to maximise the power and reach of their assets (property, people and vehicles).

For Steel & Tube, DNA undertook customer and staff research which informed how we strategically set a definitive leadership proposition in the market. Driven from and reflecting the significance of Steel & Tube’s strategic initiatives in their renewed commitment to delivering to greater value to customers, a new brand promise was formed. ‘Stronger in Everyway’ heralded a confidence that reinforced Steel & Tube’s leadership and vision.

The promise works to reach both internal and external audiences – encapsulating the value proposition. It underscores the value of the brand to customers whilst also acting as an expectation to staff around what they needed to deliver against in order to stay ahead of the competition.

A strong and contemporary brand identity was developed to support this new brand promise, with the graphic identifier being directly formed from elements of the core mark. Four directional arrows that converge onto the centre of the ‘t’ represents strong outcomes from ‘every way’ or different areas of the organisation. This convergence positions Steel & Tube as one company, a cohesive unit with many facets but a clear objective and direction. The convergence point also represents the highlight or sheen when light reflects on steel and works effectively across the range of customer and channel touch points.

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