Central Steel Build

New brand proposition, identity and architecture for leading steel builder

A second-generation family business, Central designs, engineers and constructs quality steel structures specifically for agricultural, equestrian, industrial, commercial, recreational, aviation and custom build clients.

The Challenge

A highly successful business, the brand needed to be updated to reflect the true image of the company, one that is continually evolving with its customers and is at the forefront of the industry.

We also needed to define a better way to demonstrate Central’s sector expertise and familiarity with its audience without diminishing the strength of the master brand.

The Strategy

Our customer and stakeholder research identified that Central’s differentiation was not only in delivering a great product but how they took customer service to another level. Central genuinely partner with their clients to create great spaces that ultimately enhance lives.

The brand proposition is centred on ‘creating value and enriching lives’. The strategy builds on Central’s strengths in not only building amazing steel structures but the way they create unique spaces that are designed with their customers’ needs and ambition in mind.

Core to the brand story is a second-generation family business that genuinely cares about people and building lasting relationships. The messaging emphasises how Central’s people are at the heart of the brand differentiation. Natural problem solvers, innovators and proactive doers, they’re passionate about delivering impeccable quality, adding value and making the journey great.

Brand architecture & messaging

The new brand architecture strategy creates a strong master brand with a more closely aligned family of brands that provides flexibility for Central to tailor the offer and communication to different audiences and sectors.

The messaging was then tailored to talk the language of their clients in different sectors. This demonstrates how Central’s team of agricultural, equestrian, industrial, commercial, recreational, aviation and custom-building specialists ‘get’ their clients and genuinely share the ambition.

The design

The new Central brand identity is based on a clean sans-serif workmark with a flowing script like element that forms a signature for everything Central works on. Simple, modern and clean, the workmark works with descriptors across a range of sub brands with a unique colour palette, anchored by the navy and teal of the Masterbrand.

The visual language takes the looping script element to create a monogram that can be used as shorthand or a watermark, also loops through images highlighting the focus of the picture and can be used as a frame or graphic.

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