From commodity business to global brand

We helped turn Australia’s largest steel company into a household name.





BlueScope Steel

Following the separation from BHP Billiton and listing on the Australian Stock Exchange, BHP Steel required a new brand for its global business.

To create brand value, we needed to evolve the brand beyond the functional focus that dominated the industry.

The new name, BlueScope Steel, implies a positive, brighter future – bringing inspiration, strength and color to communities.

A simplified brand architecture rationalized and focused the diverse portfolio. Our strategy built value in the new masterbrand, while leveraging the strength of product brands such as Colorbond and Lysaght.

To bring the BlueScope brand to life, a differentiated positioning was developed. The steel from BlueScope was established as a premium commodity, and BlueScope as a leading corporate and community brand.

Since re-branding in 2002, BlueScope’s brand awareness has grown above 80 percent and they are ranked 11th in corporate reputation out of Australia’s top 50 companies (source: AMR).

Today, BlueScope’s reputation is as indestructible as its product. Used for houses, buildings, cars, water, tanks, and sustainability programs, it plays a part in people’s everyday lives across Australia, New Zealand, Asia, and the US.