BRANDING — Discovery | Future identity and position | Portfolio strategy | Internal activation
CREATIVE — Advertising | Corporate design | Campaign design | Event marketing | Video/photography | Video/photography | Web design | Copywriting
Strenx performance steel. SSAB
BACKGROUND
SSAB is a Nordic and US-based steel company. SSAB offers value added products 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 has production facilities in Sweden, Finland and the US. SSAB is listed on Nasdaq Stockholm and has a secondary listing on Nasdaq Helsinki.
CHALLENGE
SSAB today is the result of merging steel companies in Sweden, Finland and the US to form an internationally competitive special steels supplier. SSAB approached A plus M with the need for a new name and a unified identity for their new product line of high-strength structural steel.
BRAND POSITIONING
The Strenx® brand was positioned alongside and equal to the other product brands within the SSAB range. The benchmark brand being Hardox® Wear Plate. The target audience for Strenx® Performance Steel is both producers and end users. We focused on the business benefits of working with a premium steel and the premium support provided by SSAB with a balance between rational and emotional arguments.
BRAND PROPOSITION
In the never-ending battle for improved performance of steel constructions, less weight plays a vital role. What is needed is stronger steel that allows for lighter designs. Steel such as Strenx.
Strenx high strength structural steel allows for stronger, lighter, smarter and more attractively designed products. That’s the beauty of Strenx: You can do more with less steel, and everybody wins.
Trailer manufacturers can specify more payload. Truck owners can cut down on fuel consumption and CO2 emissions. Crane operators can improve their business by reaching higher and further. Whatever the application, Strenx can improve performance.
BRAND TONALITY — 3D images
A unique visual way to show the technology and performance of Strenx.
APPROACH / RESULT
Workshops with different divisions as well as internal and external interviews were conducted to create the platform. The new product name was created in line with SSAB’s naming strategy. Communication objectives and goals where set to meet the challenges of the identified three segments lifting, transport and agriculture that will be the main focus of the communication, still keeping a unified identity in all segments and channels.
The new brand platforms have been launched on all continents in both online and offline channels. Brand counsels have been set in place to ensure brand consistency in all communication. The platforms are continually evolving to meet new challenges both internally and externally.
