Design consultancy: Thompson Brand Partners
Advertiser: Severfield

Executive Summary

This is a story of how clear thinking and effective design have supported a listed business to create a clear vision and identity that has resulted in sustained and significant growth.

Despite being the largest specialist structural steel group in the UK, in 2014 the Severfield-Rowen group of companies was suffering from confusion over its four operational brands. Customers did not realise that each was part of the whole. Cross-selling opportunities were not being taken and the constituent parts were not combining effectively in their approach to sales. Also, the identity of the business was failing to portray the quality, experience and market-leading skills, instead making the company look a bit tired and old-fashioned.

These factors were significant contributors to poor financial performance in 2013 and 2014. The business was loss-making and dividends were suspended.