Commercial construction is a cornerstone of New Zealand’s economy, yet it’s becoming increasingly challenging with rising costs, lengthy timelines, heavy regulations, and an outdated dependence on a steel 
beam design from the 1840s.

For years, the industry has needed a partner bold enough to challenge the status quo. Enter Formsteel: next-generation steel technology that delivers greater capability, cost efficiency, environmental performance, and the freedom to design and build at speed.

After perfecting their product, Formsteel sought a brand strategy, story, and identity that reflected their game-changing innovation and disruptive mindset. Through immersion workshops and factory visits, we saw firsthand how powerful their solution was.

Together, we developed a tone of voice, brand story, and messaging that broke from industry clichés and captured Formsteel’s vision; a world where durable, carbon-neutral buildings are designed in days, built in weeks, and last a lifetime.

We then created a robust visual identity system to express this new strategy, unlike anything in the category. Drawing on the lifecycle of steel, the identity combines earthy, gritty textures with refined metallic finishes to symbolise both origin and endurance.

Clean, minimal graphics, and a
streamlined brand toolkit, paired with polished provocations, reinforce the brand’s disruptive spirit.


The result? A bold new era for construction, and a new way to build.