Brand and Webflow website for Global Steel's steel supply.

The problem

Steel is a commodity. Every supplier sells the same bar and mesh, and most look the same doing it. Global Steel needed builders to know exactly what it sells, and to remember it over the next yard.

What we did

We rebranded Global Steel to focus on steel, aimed it at its core customer, builders and trades, and built a brand bold enough to make steel mesh stand out.

1. Focused on steel. We narrowed the brand to what Global Steel does best, ACRS-certified steel, and wrote the offer so a builder gets it in one line: a broad range of high-quality steel at competitive prices.
2. Steel that stands out. Steel mesh rarely looks interesting. The G arrow monogram, strong colour and close-up rebar imagery give Global Steel a look that doesn't blend in with other suppliers.
3. On the road and on site. Hoarding at the Penrith yard, fence banners, feather flags and posters put the brand where builders already are: driving past and standing on site.
4. Every product online. Each product, from trench mesh to waffle pods, has its own page in the Webflow CMS, so a builder searching for it lands on it and can request a quote.