Positioning Hardox® as the
number 1 brand for abrasion-
resistant steel worldwide
SSAB is a Nordic and US-based steel company. SSAB offers value-added products (Hardox® wear plate is just one example of this) and services developed in close cooperation with its customers to create a stronger, lighter, and more sustainable world. SSAB has 14,300 employees in over 50 countries. SSAB is listed on Nasdaq Stockholm and has a secondary listing on Nasdaq Helsinki.
Challenge
The Hardox® name and brand has been established since 1974. In the 50 years since then, it has become a world-renowned brand in wear-resistant steels. Our most recent challenge has been to provide the Hardox® brand with a new platform to align sales and marketing activities when communicating with a wide and varied audience.
Result
Hardox® wear plate is used in equipment confronting extreme environments on a daily basis. If we were to lend the steel a voice, it would undoubtedly declare ‘Bring it on’ to all such challenges.
We’ve created an attitude of boldness and confidence in the brand. Key benefits and arguments are presented, direct and straight to the point. The Hardox® red coloring has been a defining brand element from the outset, and we’ve introduced additional shades to enhance its appearance. Additionally, a new scratch effect has been introduced to simulate the challenges the steel must endure.
Now, our true challenge begins: supporting sales and marketing efforts globally. This encompasses tasks ranging from generating content for case studies to crafting product-specific social media campaigns that guide the target audience from the awareness stage of the buyer journey through to making a purchase.
Aligning the Hardox® website with its various target audiences, ensuring the brand remains on point with the buyer journey, while striving for continuous improvement.
We developed a series of transitions for a digital branding library to assist SSAB’s internal design team in consistently branding Hardox® across video and social media channels.
Communicating the benefits of Hardox® products through epic challenges, such as the 1‑ton boulder challenge.
We continuously work to expand an extensive image and video bank for Hardox®. All images are captured in real-life situations to showcase the extreme environments in which Hardox® is used, alongside the individuals who rely on it.
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