Brand Strategy & Design for a Premium Steel Distributor
Centra Steel is a premium steel distribution company dedicated to delivering high-quality, accessible, durable, and innovative products and services. With Newman’s strategic guidance, the brand was redefined to highlight not only its uncompromising industry standards, but also its role in empowering clients’ continuous growth and long-term success.
Client
PT Centra Hasta Mitra
Status
Completed — 2023
Discipline
Branding, Graphics, & Website
Centra Steel is a premium B2B steel distribution business seeking to expand into the B2C market while maintaining the same uncompromising standards.
To support this ambition, Newman developed the big idea “Mastery of Steel”, which defines Centra Steel’s positioning as a company built on premium products, deep industry knowledge, and trusted business integrity.
From this foundation, Newman crafted a brand archetype, brand voice, and visual identity that capture a professional yet approachable character, ensuring Centra Steel can resonate with both businesses and individual customers.
Building on this idea, we designed a brand identity that reflects Centra Steel’s vision of progress — Moving Upward and Forging Forward. The word “Forging” pays tribute to the company’s roots in the steel industry. Beyond that, the initials carry meaning, with C representing Collaboration and S representing Solutions.
The logogram embodies Centra Steel’s ability to provide solutions for any challenge, combining expertise with high-quality, durable products that strengthen businesses for long-term growth and profitability. The chosen colors complete the design, creating a cohesive and confident overall expression.
This clarity of expression extended into all print collaterals and marketing materials, from stationery to posters, which were designed in a clean, polished, and consistent style. Every touchpoint was crafted to reinforce the same sense of precision and reliability that defines Centra Steel.
As the brand moves into the B2C market, Newman recognized the need for a clear and compelling introduction.
To achieve this, we developed a company profile, website, and social media platforms that not only present the business in detail but also ensure it remains recognizable, consistent, and trusted by a broader audience. These channels work together to position Centra Steel as both an established industry leader and an accessible brand for everyday customers.
As the brand moves into the B2C market, Newman recognized the need for a clear and compelling introduction.
To achieve this, we developed a company profile, website, and social media platforms that not only present the business in detail but also ensure it remains recognizable, consistent, and trusted by a broader audience. These channels work together to position Centra Steel as both an established industry leader and an accessible brand for everyday customers.
