Building a strong manufacturing brand based on human connections.
Rooted in innovation.
Our Challenge
(Un)following the herd.
Moving beyond agriculture solutions was proving difficult for Accu-Steel due to a glut of competitors—each focused on the features and benefits of their buildings. It was clear that to stand out, Accu-Steel needed to build a brand around something different, something bigger. So, Red Dot started laying the groundwork.
Our Solution
Uncovering insights.
Our BrandMining Workshop revealed valuable insights into Accu-Steel’s unique approach, showing the positive impact that real, human connections can bring to manufacturing. Based on those findings, we built Accu-Steel’s new brand to showcase how they truly listen to their customers and design buildings that solve everyday challenges. In just one year, it has achieved roof-raising results—including a 166% increase in web traffic and countless leads.
Logo
Breaking new ground.
Taking a more human approach to the brand allowed Accu-Steel to evolve its logo and color palette beyond the original 1995 design. This helped set their brand identity apart from competitors‚ and laid the foundation for a more seamless transition across traditional and digital spaces.
Iconography
Careful construction.
The Red Dot creative team designed eye-catching badges and icons for Accu-Steel that were simple and meaningful. The custom iconography categorizes content making it easy for audiences to find the right messages, while powerful badges tout Accu-Steel’s additional value props.
Digital
Structurally strong.
Designing a brand that works across all digital platforms is a critical step in Red Dot’s branding process. We streamlined Accu-Steel’s logos and icons, and developed design and copy elements for specific platforms to provide users with a consistent and memorable brand experience—all built around them.
Wearables
Fabricating fashion.
To launch the epic new brand look and reward Accu-Steel’s hardworking dealer network, Red Dot created several pieces of new swag. Now, these signature pieces are in high demand as giveaways at trade shows and other industry events.
Social
Producing results.
To reach Accu-Steel’s niche audiences, the Red Dot team conceived and executed several highly-targeted paid social and organic campaigns. Some supported tradeshow appearances while others opened doors to entirely new markets, including pickleball players. Each campaign succeeded in driving audiences to the website and capturing form-fill leads.
Trade Show
Custom collaboration.
Agriculture? Salt and sand storage? Large equipment? If there was a trade show for it, Accu-Steel was at it. We created pre-show social campaigns, plus event banners, backlit displays, handouts, and swag. Every piece encouraged people to stop by, meet the team, and—true to brand—tell us about their building needs.
Trade pubs
Expanding our footprint.
Your brand goes where your audience goes. That’s why we created several trade publication ads for Accu-Steel in several niche industries. Whether we were highlighting a 5th generation cattle farmer and his new barn, or a city worker preparing to store salt and sand for the winter, every ad made a human connection that set Accu-Steel apart.
Sales materials
Galvanizing efforts.
When a member of the Accu-Steel team makes a sales call, the new brand makes an impact. From product-specific flyers to industry-specific presentations, all of the Accu-Steel sales materials ensure that the brand story is consistent and clear. More importantly, it ensures that every conversation is built around the prospective customer and their needs.
Stats
