Ovako. Launching attribute steel brands. Engineering companies often require steels that retain their toughness and structural properties in cold climates. SZ-Steel, which means literally sub-zero, is one of five attribute brands we’ve been helping to introduce for one of the world’s largest independent steel companies.

Our client. Ovako is a Nordic high-tech manufacturer of high-quality engineering steel for customers in the bearing, transport and manufacturing industries. Made from recycled high-quality material, the steel is provided in the form of bar, tube, ring and pre-components. The company is represented in more than 30 countries and has 2,900 employees.

Our assignment. For years, Ovako had been making steel grades that retained their material properties at temperatures of -40°C or lower. They also had a lot of unique testing to prove this – opening up new design possibilities within offshore energy, oil and gas, mining and mobile machinery sector. Our challenge was to package and communicate the benefits of their offering under the SZ-Steel sub-brand name.

What we did. Following a series of communication workshops, we defined a messaging hierarchy with clear proof points and a compelling story for SZ-Steel. Working closely with their team, we created a package of marketing communications tools that could be used in a wide range of channels: online, events, sales material, social media, PR and more. Not only have sales been strong, but Ovako won the Arctic Technology Award for its efforts in this area.

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