SteelBlue Building Components is a roll-up door and hallway system manufacturer that offers revolutionary solutions to the self-storage industry. The company was founded in October, 2021, by a well-known group of industry leaders striving to provide customers with a differentiated product that addresses and improves known challenges in the building industry. SteelBlue tasked Trig to help overhaul their existing branding and to guide them in building a system that serves as the foundation of their brand identity, and assets.
In 2021, SteelBlue approached Trig with a challenge – to create a visual identity that could embody the company’s desire to transform/evolve the storage industry. The landscape was dominated by players less interested in listening and reacting to their customers' needs. They do this by offering high-quality products, including a variety of roll-up doors, hallway systems and services at the best value.
With a name firmly in place (the name SteelBlue came from a combination of their business footprint – headquarters in the "STEEL-city", Pittsburgh, PA, with manufacturing capabilities in the "BLUE-grass" state of Kentucky) and an early conceptualization of assets, the Trig team stepped in to help craft a memorable brand strategy by clarifying their strategic goals and enhancing their visual identity.
Trig began the engagement with SteelBlue by leading an exercise to align the teams on objectives, industry, goals, and motivations. With both teams aligned Trig dove into an extensive competitive analysis to contextualize the industry in which SteelBlue would operate. Through this exploration and reverse-engineering of competitors' identities and strategies, an ideal positioning was unveiled for SteelBlue, ensuring optimal differentiation. SteelBlues' identity – showcased through the relatable Everyman archetype, while embracing the rebellious spirit of an Outlaw, a powerful combination that sets them apart in the market.
From the lens of the established Archetype(s) Trig then facilitated the development of SteelBlue's purpose, vision, mission, and values. These expressions led Trig to explore themes of bold and vibrant color, strong and legible geometric typefaces, and expressive imagery that could be used when conceptualizing assets, from physical to digital, that give a competitive visual edge that clearly expressed experiential expectations from the first impressions and beyond.
I highly recommend Trig and don’t even know where to begin with all the incredible work they have done for us at SteelBlue. Trig has exceeded our expectations from the very start by taking our vision for this brand and creating something far beyond what we ever imagined. Our leadership team greatly enjoyed working with the Trig team to define the SteelBlue brand and our mission for the market we serve, and it hasn’t stopped there. Every month the team strives to help us discover how to stay up to date with the latest trends in the market and to help us gain market share. Not only have they helped us elevate our brand and produce solid results, but they are incredible people to work with along the way.
SteelBlue has achieved remarkable outcomes since its inception, demonstrating the effectiveness of its engagement strategies. With over 50 customers gained since its establishment, the brand has successfully cultivated strong relationships, as evidenced by 12 customers engaging in repeat business. Growth has been extraordinary, experiencing a staggering 614% increase since its launch in March 2022, a testament to the market's positive response to SteelBlue's offerings.
In terms of digital engagement, SteelBlue has excelled in converting social media followers into website visitors, with an impressive average conversion rate of 17% per month, surpassing the performance of other marketing channels. This highlights the effectiveness of SteelBlue's social media presence in driving traffic and generating interest in their products.
Furthermore, SteelBlue's success in capturing the new construction market is significant, as 80% of their business has been tied to this sector. This validates the demand for additional vendor options in the industry, positioning SteelBlue as a valuable and sought-after supplier.
SteelBlue Building Components is a roll-up door and hallway system manufacturer that offers revolutionary solutions to the self-storage industry. The company was founded in October, 2021, by a well-known group of industry leaders striving to provide customers with a differentiated product that addresses and improves known challenges in the building industry. SteelBlue tasked Trig to help overhaul their existing branding and to guide them in building a system that serves as the foundation of their brand identity, and assets.
In 2021, SteelBlue approached Trig with a challenge – to create a visual identity that could embody the company’s desire to transform/evolve the storage industry. The landscape was dominated by players less interested in listening and reacting to their customers' needs. They do this by offering high-quality products, including a variety of roll-up doors, hallway systems and services at the best value.
With a name firmly in place (the name SteelBlue came from a combination of their business footprint – headquarters in the "STEEL-city", Pittsburgh, PA, with manufacturing capabilities in the "BLUE-grass" state of Kentucky) and an early conceptualization of assets, the Trig team stepped in to help craft a memorable brand strategy by clarifying their strategic goals and enhancing their visual identity.
Trig began the engagement with SteelBlue by leading an exercise to align the teams on objectives, industry, goals, and motivations. With both teams aligned Trig dove into an extensive competitive analysis to contextualize the industry in which SteelBlue would operate. Through this exploration and reverse-engineering of competitors' identities and strategies, an ideal positioning was unveiled for SteelBlue, ensuring optimal differentiation. SteelBlues' identity – showcased through the relatable Everyman archetype, while embracing the rebellious spirit of an Outlaw, a powerful combination that sets them apart in the market.
From the lens of the established Archetype(s) Trig then facilitated the development of SteelBlue's purpose, vision, mission, and values. These expressions led Trig to explore themes of bold and vibrant color, strong and legible geometric typefaces, and expressive imagery that could be used when conceptualizing assets, from physical to digital, that give a competitive visual edge that clearly expressed experiential expectations from the first impressions and beyond.
Once a direction was established Trig moved onto developing stylescapes that captured the essence of the brand and also served as a north star for how we would establish tone and assets for multiple touchpoints.
The chosen stylescape made use of strong, bold colors to signal trust and growth, clear and legible typography, and authentic imagery was incorporated to augment and elevate the SteelBlue story.
Trig then worked with SteelBlue to update their brand mark reflecting the research completed in the early stages. The SteelBlue logo comprises a symbol and wordmark, each with evolution visual language at its core. The wordmark is carefully crafted using a sophisticated typeface that is friendly and open, while the symbol plays to visuals associated with Pittsburgh, while also hinting at breaking through the box — evolving what it means to be a leader in this industry.
With an analysis, stylescape, and brand mark completed we were able to begin work on a website. By establishing personas and user journey maps we were able to create an information architecture that informed a series of low fidelity mockups we then refined and finalized as clickable prototypes with finalized content before beginning the website build. The database driven, and SEO optimized site was developed with Webflow based off of the high fidelity prototype created in Adobe XD.
The SteelBlue brand appears across a variety of digital and physical spaces. To accommodate this varied landscape we created a brand style guide with a number of examples.
I highly recommend Trig and don’t even know where to begin with all the incredible work they have done for us at SteelBlue. Trig has exceeded our expectations from the very start by taking our vision for this brand and creating something far beyond what we ever imagined. Our leadership team greatly enjoyed working with the Trig team to define the SteelBlue brand and our mission for the market we serve, and it hasn’t stopped there. Every month the team strives to help us discover how to stay up to date with the latest trends in the market and to help us gain market share. Not only have they helped us elevate our brand and produce solid results, but they are incredible people to work with along the way.
SteelBlue has achieved remarkable outcomes since its inception, demonstrating the effectiveness of its engagement strategies. With over 50 customers gained since its establishment, the brand has successfully cultivated strong relationships, as evidenced by 12 customers engaging in repeat business. Growth has been extraordinary, experiencing a staggering 614% increase since its launch in March 2022, a testament to the market's positive response to SteelBlue's offerings.
In terms of digital engagement, SteelBlue has excelled in converting social media followers into website visitors, with an impressive average conversion rate of 17% per month, surpassing the performance of other marketing channels. This highlights the effectiveness of SteelBlue's social media presence in driving traffic and generating interest in their products.
Furthermore, SteelBlue's success in capturing the new construction market is significant, as 80% of their business has been tied to this sector. This validates the demand for additional vendor options in the industry, positioning SteelBlue as a valuable and sought-after supplier.
SteelBlue Building Components is a roll-up door and hallway system manufacturer that offers revolutionary solutions to the self-storage industry. The company was founded in October, 2021, by a well-known group of industry leaders striving to provide customers with a differentiated product that addresses and improves known challenges in the building industry. SteelBlue tasked Trig to help overhaul their existing branding and to guide them in building a system that serves as the foundation of their brand identity, and assets.
In 2021, SteelBlue approached Trig with a challenge – to create a visual identity that could embody the company’s desire to transform/evolve the storage industry. The landscape was dominated by players less interested in listening and reacting to their customers' needs. They do this by offering high-quality products, including a variety of roll-up doors, hallway systems and services at the best value.
With a name firmly in place (the name SteelBlue came from a combination of their business footprint – headquarters in the "STEEL-city", Pittsburgh, PA, with manufacturing capabilities in the "BLUE-grass" state of Kentucky) and an early conceptualization of assets, the Trig team stepped in to help craft a memorable brand strategy by clarifying their strategic goals and enhancing their visual identity.
Trig began the engagement with SteelBlue by leading an exercise to align the teams on objectives, industry, goals, and motivations. With both teams aligned Trig dove into an extensive competitive analysis to contextualize the industry in which SteelBlue would operate. Through this exploration and reverse-engineering of competitors' identities and strategies, an ideal positioning was unveiled for SteelBlue, ensuring optimal differentiation. SteelBlues' identity – showcased through the relatable Everyman archetype, while embracing the rebellious spirit of an Outlaw, a powerful combination that sets them apart in the market.
From the lens of the established Archetype(s) Trig then facilitated the development of SteelBlue's purpose, vision, mission, and values. These expressions led Trig to explore themes of bold and vibrant color, strong and legible geometric typefaces, and expressive imagery that could be used when conceptualizing assets, from physical to digital, that give a competitive visual edge that clearly expressed experiential expectations from the first impressions and beyond.
Once a direction was established Trig moved onto developing stylescapes that captured the essence of the brand and also served as a north star for how we would establish tone and assets for multiple touchpoints.
The chosen stylescape made use of strong, bold colors to signal trust and growth, clear and legible typography, and authentic imagery was incorporated to augment and elevate the SteelBlue story.
Trig then worked with SteelBlue to update their brand mark reflecting the research completed in the early stages. The SteelBlue logo comprises a symbol and wordmark, each with evolution visual language at its core. The wordmark is carefully crafted using a sophisticated typeface that is friendly and open, while the symbol plays to visuals associated with Pittsburgh, while also hinting at breaking through the box — evolving what it means to be a leader in this industry.
With an analysis, stylescape, and brand mark completed we were able to begin work on a website. By establishing personas and user journey maps we were able to create an information architecture that informed a series of low fidelity mockups we then refined and finalized as clickable prototypes with finalized content before beginning the website build. The database driven, and SEO optimized site was developed with Webflow based off of the high fidelity prototype created in Adobe XD.
The SteelBlue brand appears across a variety of digital and physical spaces. To accommodate this varied landscape we created a brand style guide with a number of examples.
I highly recommend Trig and don’t even know where to begin with all the incredible work they have done for us at SteelBlue. Trig has exceeded our expectations from the very start by taking our vision for this brand and creating something far beyond what we ever imagined. Our leadership team greatly enjoyed working with the Trig team to define the SteelBlue brand and our mission for the market we serve, and it hasn’t stopped there. Every month the team strives to help us discover how to stay up to date with the latest trends in the market and to help us gain market share. Not only have they helped us elevate our brand and produce solid results, but they are incredible people to work with along the way.
SteelBlue has achieved remarkable outcomes since its inception, demonstrating the effectiveness of its engagement strategies. With over 50 customers gained since its establishment, the brand has successfully cultivated strong relationships, as evidenced by 12 customers engaging in repeat business. Growth has been extraordinary, experiencing a staggering 614% increase since its launch in March 2022, a testament to the market's positive response to SteelBlue's offerings.
In terms of digital engagement, SteelBlue has excelled in converting social media followers into website visitors, with an impressive average conversion rate of 17% per month, surpassing the performance of other marketing channels. This highlights the effectiveness of SteelBlue's social media presence in driving traffic and generating interest in their products.
Furthermore, SteelBlue's success in capturing the new construction market is significant, as 80% of their business has been tied to this sector. This validates the demand for additional vendor options in the industry, positioning SteelBlue as a valuable and sought-after supplier.
