Repositioning a Mid sized steel company to hold ground
among the industry giants
- Client
- Fortran Steels
- Industry
- Manufacturing and Export
- Services
- Brand Positioning and Brand Identity
About Fortran Steels
Fortran Steels, founded in 1991 is a one-stop shop for all your steel requirements. They provide you with high quality products at an affordable price. Fortran Steel believes that relationships are based on mutual goals, ethical business practices, and the single-minded pursuit of delivering the extraordinary.
The Challenge
Fortran Steels has been around for 30 years now. Being a 100 crore company, it was still treated as a mid-sized company in its Industry. Though it was capable of competing with industry leaders, it was not projecting itself to be competent enough. It was time for Fortran to rebrand its identity and resurrect to greater heights and aim for more significant projects, which was only possible by projecting scale and being taken seriously among heavyweights.
Requirement:
A complete rebranding strategy along with a strong brand positioning was essential. The aim was to Rebrand by developing a brochure and design that projects the magnum opus work in prestigious projects such as 2200 km Indo-Pakistan border fencing and 39,000 tonnes of steel used in Burj Khalifa.
The Solution:
Brand Positioning:
Our first step in the rebranding process was to position Fortran as Megastructure*5. The idea behind presenting a huge projection was its capacity to create many more Megastructures. True to its capacity to produce 2200 km Indo-Pakistan border fencing and 39,000 tonnes of steel for Burj Khalifa, we created the brand positioning as Megastructure *5
Corporate Identity:
We established a new brand identity by comparing Fortran steel’s capacity with a historic megastructure. Leveraging that thought and Fortran’s capacity to make such structures many more times gave us the idea to create such a brand identity. For comparison, we looked at famous historic structures like Pakistan-India border fencing and Burj Khalifa. The idea was to use human insight and psychology to present humongous projections like those megastructures.
