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.
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.
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.
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.
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.
- Corporate concept
- Corporate visual identity
- Value proposition
- Corporate brochure
- Case ads
- Digital elements