Central Steel Framing is a leading provider of light steel framing solutions in New Zealand’s construction industry. They use advanced technology and automation to design and manufacture light gauge steel products for residential, industrial, and rural applications.

Having previously worked with Central Steel Framing on their rebranding, we were excited to help launch their newly developed roll-formed structural steel system. This innovative product employs cutting-edge technology to replace traditional heavy construction methods.

With the product name (X-CALIBR) and tagline established, they sought a logo and visual treatment for their launch campaign, targeting construction engineers, architects, and building contractors across New Zealand. We were tasked with the product logo design and visual treatment for the campaign and marketing materials.

The product logo design embodies the concept of “the power of steel,” inspired by the legend of Excalibur. Strategic cuts in select letters represent the strength and precision inherent in the product’s technological methods and the steel materials used. Crafted with Central Steel Framing’s brand font and colour palette, ensures the “X-CALIBR” logo integrates into the broader visual identity.

The launch campaign’s visual and communication style is inspired by the legend of Excalibur, emphasising the theme of wielding “the power of steel.”

Deliverables included product logo design, trade show signage a product brochure, social media and email marketing.