Aligning the brand of a major steel supplier
“The brand refining project we undertook with Indigo Ross has established a strong foundation for us to build from in the coming years as we grow AJN Steelstock. They have provided a practical design framework which has enabled us to work faster, smarter and connect with more stakeholders. It was a pleasure to collaborate with the team.”
Marketing Manager, AJN Steelstock.
Suffolk and Somerset
Fabrication, Manufacturing, Engineering, Construction
To build and facilitate greater synergy between AJN Steelstock’s website and print collateral and ultimately create a unified brand
A consistent and cohesive brand offering across their marketing channels
Context and Challenge
AJN Steelstock is one of the largest steel stockholding companies in the UK, with over 400 employees based at facilities in Suffolk and Somerset. They hold around 35,000 tonnes of stock and deliver nationwide to a number of industries. This family-owned business features on the Top 100 Suffolk Business List and The Sunday Times Track 250, so a strong brand and digital presence is essential to convey the stature it commands.
While busy building this impressive business, the AJN Steelstock brand had become fragmented and lacked cohesion. Its newly recruited in-house marketing function needed support to align its digital and print channels with one, strong visual identity.
Indigo Ross set out to create greater unity and develop AJN Steelstock’s brand to represent its status as one of the UK’s most prestigious steel providers.
Solving the problem
with clarity and creativity
It was important for us to support AJN Steelstock’s newly appointed Marketing Manager to help him elevate the brand’s collateral to stand out. We worked collaboratively to unpick how the brand had become disjointed and identify discrepancies across marketing materials.
We carried out a detailed website audit to gain insight into how AJN Steelstock is perceived by its customers, employees, and competitors. Through this comprehensive evaluation, we were able to advise and action a set of creative solutions to unify its visual identity.
We refined their logo, fonts and colour palette before and constructing a design hierarchy that could be easily implemented across a range of digital and print collateral from brochure to large format trade show exhibition materials.
The new look and feel was replicated across their website, keeping its varied users and stakeholders needs in mind. We also refreshed AJN Steelstock’s tone of voice to make it more welcoming and engaging and informed its web copy with SEO insights to drive better quality traffic
Results that standout
By implementing small, consistent gains we have improved AJN Steelstock’s website user experience with a more sophisticated navigation and functionality. The refreshed site has seen an increase in both traffic and dwell time in the first three months since its launch.
The new marketing department are now able to focus on great B2B content and channel activity without having to expend excess time on managing fragmented assets.
“AJN are exactly the type of company that we enjoy working with; progressive and successful while also being community minded.”
Phil Roper, Managing Director, Indigo Ross