StalatubeA differentiating B2B brand is born out of love for stainless steel
Stalatube is a family company out of Lahti, Finland, that manufactures diverse and highly developed stainless steel hollow sections, profiles, and components. Stalatube has the world’s largest product range for square and rectangular hollow sections.
In 2019 Stalatube was in dire need of insightful marketing communications to help with communicating the company’s new strategy, the new factory in Poland and the sustainability actions of Stalatube. As importantly, the brand and employer image of Stalatube needed to be developed to help with the ever-growing need for recruitment.
Solution
After an initial discussion, we held a storyline workshop for Stalatube, in which employees from all company functions participated. The purpose of the workshop was to understand the culture of Stalatube inside out and to bring it out using just the right words. The most important finding of the workshop was how proud the employees of Stalatube were of working with stainless steel and Stalatube. Out of this realization the concept “Stainless Revolution” was born. The concept is all about the love for stainless steel, revolutionary sustainability and uncompromising professionality.
What we did
- Stainless revolution -brand concept
- We are the strength -employer concept
- Brand story
- Tone of voice
- Messaging hierarchy
- Brand images and an image concept that takes into account all hierarchies
- Brand video
- ”Stainless revolutionaries” employee interviews and videos
- Web content on sustainability and company culture
- Launch communications plan for the Stainless Revolution concept
”The best thing about the Stainless Revolution concept was that it came from the Stalatube employees themselves. They were really passionate about working with stainless steel. We didn’t need to invent anything. All the ingredients for marketing were already there. Moreover, when the trust was there, it was easy to go forward with the different aspects of the concept such as the brand story, videos and other content.”
– Anna Valkonen, Creative strategist, ILME
The Stainless Revolution concept has gone on both visually and in communication.
The Stainless Revolution concept has gone on both visually and in communication. The concept has made it easy to tell about working at Stalatube, the products and solutions of Stalatube and sustainability at Stalatube. The dramatic visual imagery has been on show in industry publications and has gained positive feedback due to its distinctive appearance.
See also
Danfoss Power Solutions division narrative
Danfoss Power Solutions designs and manufactures, for example, open circuit pumps, cartridge valves, hydraulic integrated circuits (HIC) and different controllers and displays. These solutions are offered under Danfoss Power Solutions’ Controls Division, which consists of four separate business units. The aim of the project was to create a unified business division identity for Controls Division. A special request from the customer was to create a narrative to act as the basis for all communications at different touchpoints. “Working on the Controls Narrative project with the team at ILME has been an exhilarating journey. Right from the start, they grasped the essence of the brief and approached the project with unwavering enthusiasm, while also providing a well-defined structure. The ILME team’s professionalism and commitment were evident as they delivered on their promises within the timeframe and on budget. The impact of this project work has been remarkable for our Business Unit in Danfoss Power Solutions.”, say Michelle Leanne Rohrlack, Division marketing, Danfoss Power Solutions and Mairead Walsh, Marketing specialist, Danfoss Power Solutions.
Danfoss Power Solutions awareness campaign
Danfoss Power Solutions offers the most comprehensive and cutting-edge orbital motors portfolio in the market. When a brand campaign was needed to boost awareness, a literally groundbreaking approach was taken to achieve instant impact. Combining strong visual storytelling with equally strong messaging effectively conveys the idea of Danfoss Power Solutions as the leading player on the market. “ILME has been an invaluable partner in our journey to create awareness around our new and groundbreaking orbital motors portfolio. The ILME team not only fully understood our brief but also transformed it into a captivating story that exceeded our expectations. Working with ILME is always a refreshing and unique experience, providing us with the assurance that our vision is in capable hands”, says Giacomo Fragassi, Strategic marketing manager at Danfoss Power Solutions.