Severfield Rebrand

Severfield plc, a structural steel specialist, rebranded its trading units under a single name to improve engagement with internal audiences, which led to successful revenue growth in the UK.

Design consultancy: Thompson Brand PartnersAdvertiser: 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,...

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