Creating Strength
BlueScope has its foundations in steel but a vision and commitment to so much more than a commodity. As one of the world’s leading manufacturers of painted and coated steel products, who provides vital components for houses, buildings, structures, automotive and more, BlueScope needed a brand system that supports its future-focus and can strengthen engagement with its broad cross-section of internal and external audiences ranging from employees to investors, and stakeholders and related communities across all regions.
Hulsbosch’s challenge was to build on BlueScope’s longstanding heritage, while projecting a modern and future-focused brand. The reimagined visual identity is based on BlueScope’s new purpose ‘We create and inspire smart solutions in steel, to strengthen our communities for the future’ and the brand idea ‘Creating Strength’.
