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From steel component producer to strategic partner

With more than 50 years’ experience, Ib Andresen Industri (IAI) is a respected and well-known, international supplier of steel components and solutions, working with some of Europe’s largest steel wholesalers and manufacturers within industries such as wind, solar, construction and transportation.

Ib Andresen Industri

The task

Historically, IAI have communicated purely about products, but their offerings actually add value across the client’s full value chain. The task was to strengthen these dimensions in the corporate concept and develop the company’s new brand identity to reflect its modern profile and positioning as a strategic knowledge-partner.

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Steel shaped for great ideas

The new corporate concept ‘Steel shaped for great ideas’ tells how the best ideas are those that last and therefore should be built on a strong foundation – something that IAI is known for always delivering to their customers. The concept activates IAI’s design competencies, communicating how they are able to consult clients on the best design for their solutions.

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Communicating more than quality products

Another key task was developing a stronger, more customer-oriented value proposition, enabling the sales force to engage in value-based selling. Through an analytical process with sales and marketing, the value proposition was defined for all IAI’s offerings to highlight value over products, thus becoming more relevant to both new and existing customers. 

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New visual identity to support the brand

A new visual identity and logo was developed to ultimately support the brand concept, but also to stand out in the industry and express a more modern, innovative feel, while not compromising the professionalism that is a key part of IAI’s identity and work today.

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What we delivered

  • Corporate concept
  • Corporate visual identity
  • Value proposition
  • Corporate brochure
  • Case ads
  • Digital elements
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Want to know more?

Andreas Fisker Nielsen

Consultant
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