Raising the profile
The Panels and Profiles division of Tata Steel provides the construction industry with a vast array of structural products and building systems. Affectionately known as the ‘building envelope’, Tata Steel’s target audience had some awareness of their brand with an even lower understanding of their comprehensive range of building systems.
So how did we inform the construction world? Well, we simply talked to their targeted audience – the architects and the building contractors – as part of a collaborative research programme. This allowed us (and Tata Steel) to truly understand what they wanted, and importantly their perception of Tata Steel, straight from the ‘horse’s mouth’.
The result was a meticulously collated ‘bible’ that we coined ‘The Works’, a name that stuck and became the title of the final publication. It did exactly what it said on the tin. It contained every nut and bolt required for construction, every fact and figure, with every ‘i’ dotted and every ‘t’ crossed, providing customers with the ultimate design, specification and construction manual for a great product range. Job done!
1,000s of products
40+ year’s experience