Building Steel Solutions are the number one steel stockholders in Portsmouth, delivering their comprehensive range of steel supplies and services to Southern England and London.
Building Steel Solutions approached us to redefine their brand and better support their future growth targets. The challenge involved conducting a full brand personality review covering aims, key messages, sectors, audiences, values, and mission, while identifying gaps in their existing identity. A key part of the brief was to challenge their current name (“BS Steels”) and explore new naming options that could more accurately represent who they are and where they want to go.
Strong branding creates the foundation for how a company is perceived, understood, and trusted. Our approach focuses on building identities that communicate purpose, clarity, and long-term value across every touchpoint.
Our strategy combined extensive research with clear brand development, analysing their current identity alongside competitors, analogous brands, and customer expectations. From this, we defined a mission, values, and an overarching proposition that positioned the business as a proactive and responsible steel and construction partner. We also explored naming options and established a brand direction that balanced strength with approachability, ensuring it could be consistently applied across digital, print, and physical environments.
The rebrand gave the company a fresh, modern identity that aligned with their ambitions for growth and repositioning. Through extensive exploration and collaboration, the name evolved from BS Steels to Building Steel Solutions, providing a clearer, more future-focused representation of the business. A new logo and colour direction were developed through iterative design rounds, resulting in a mark that reflects both the steel industry and the dual nature of their offering. The updated identity was rolled out across signage, stationery, vehicles, and wider communications, giving the business a cohesive and contemporary brand without changing the values that underpin how they operate.
