Severfield, the structural steel group behind The Shard, Wimbledon Centre Court, Emirates and 2012 London Olympic Stadia, has engaged Thompson Brand Partners to complete a rebrand following a major strategic review.
The new branding aims to differentiate Severfield in the market, giving it a consistent ‘one firm, firm’ identity across its four UK sites as well as nurturing a unified culture among its 1200 employees.
Following extensive internal and external research Thompson has developed a new brand identity communicating the pride, passion, people and projects that make up the organisation. Designed to be representative of the complex steel structures along with craftsmanship, strength and innovation, the new branding has been applied to signage across the UK, vehicles, safety equipment, work-wear and marketing collateral. To ensure everyone understands the rebrand a colleague engagement programme has been rolled out across all staff with a new website also launched.
“Whilst we want to be clear that this isn’t about forgetting where we’ve come from, we are looking forward to the future and working to further establish our position as the market leader in steel fabrication, design and erection. Our rebrand provides exactly the right impression to the market and will provide a platform for our ambitious growth plans over the next few years,” remarked Ian Lawson, CEO of Severfield.
Nick Ramshaw, MD at Thompson Brand Partners, added: “Severfield does some fantastic work and has helped create a series of iconic buildings, yet is not widely known outside its direct client base. Our job has been to inject modernity into the brand and give it something to stand for. The signs are already good that the brand can help support business growth and I’m looking forward to the impact it has over the next few years.”
The rebrand forms part of a wider communications programme led by PR and communications agency Acceleris who worked with Kariba for the website build.