Steel & Tube are one company

August 2011

Steel Tube 1 HERO

For Steel & Tube – a long time DNA client (21 years and counting) – DNA have delivered a new brand to coincide with the company taking a new structure to the market. We undertook customer and staff research which informed how we strategically set a definitive leadership proposition for the company and one that would define their standing and offer in the market.

The restructure was significant – a game-breaking strategic initiative set within an industry structure that operates with very little differentiation. The re-brand offered Steel & Tube a tangible vehicle to help signal positive change and demonstrate a new market promise – internally and externally. This positions Steel & Tube as one company, a cohesive unit with many different facets and the broadest capability in the market.

The ‘Stronger in Everyway’ positioning was developed to herald a confidence and determination that has catapulted Steel & Tube to the market leader status within their industry sector.