Beta Steel required a brand makeover to establish itself as a leader in the steel wire industry. The nearly 50-year-old company was looking for a strategy that would allow them to create awareness throughout the industry.

The first steps were to research their customers to understand what made Beta Steel a top choice. Based on internal surveys and questions and customer responses and testimonials, the brand “Agility, Speed, Strength was created. This statement set Beta Steel apart from everyone else in the industry. The brand's extension then occurred first internally throughout the company, and then through tactics including a redesigned logo, a new website, email marketing, trade show booth design, slide show creation, brochure, trade show advertising, and the development of a video series.