How we helped a steel processor forge stronger customer relationships

Brunswick Steel supplies metal products and first and second step steel processing (cutting and bending) to customers across Manitoba, Saskatchewan and Northwestern Ontario. In 2015, the company approached us to help develop a brand and visual identity that would help them tell their corporate growth story while reinforcing their commitment to service and support.

We started by conducting an assessment of the competitive landscape and developing a positioning platform aimed at differentiating Brunswick from other market players. This framework aimed to communicate the confidence and professionalism expected of a larger business with the friendly nature and care of a local supplier.

To tell this story, we created a new visual identity, which included an updated logo with a strong, angular typeface, a minimalist colour palette to complement the use of black and white photography and custom design elements to help define content areas and emphasize corporate benefits.

Bringing the brand to life required an overhaul of Brunswick’s entire marketing inventory. Metric developed everything from product guides, sell sheets and a stationery package to clothing, vehicle wraps and environmental design. Most recently, we designed and developed a revamped website ( to help bring their story to life.

The results speak for themselves. Since launching their new look, messaging and collateral, year over year sales have increased more than 10 per cent, employee numbers have grown by eight per cent and customer confidence is at an all-time high. We continue to work closely with the organization to further grow their marketshare and reaffirm their positioning.

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