Creating strength in steel


As one of the world’s leading manufacturers of painted and coated steel products, BlueScope needed a brand system that supports its future-focus and can strengthen engagement with its broad cross-section of internal and external audiences. Hulsbosch’s challenge was to build on their longstanding heritage, while projecting a modern and future-focused brand.


The driving idea behind the identity draws directly from BlueScope’s Purpose. ‘Creating Strength’ talks to both the energy and dynamism of BlueScope, as well as the inherent strength of steel and the outcomes BlueScope seeks for its communities.


The launch of the new Purpose and refreshed brand identity is a strong signal to both internal and external audiences that BlueScope is a modern and purpose-led organisation with the confidence to deliver what matters to its communities around the world.