Steeline was a buying group for 30 individually operated businesses around Australia all with different names and logos. Although they had significant buying power, key suppliers like Bluescope thought of Steeline as a rag tag group.
At the time we were briefed to produce a magazine campaign for the buying group, but went beyond and recommended that they create a cohesive brand. We then executed every aspect of the new brand from logo and uniform design through to above and below the line advertising.
since the brand’s launch, steeline production is up 25%
membership of the group is up 30%
steeline is now highly regarded by suppliers and customers and is the largest independent group of its kind in australia