Schifino Lee created a top-to-bottom rebranding campaign that integrated an array of new creative branding, content and multimedia elements based on the strategic platform of “Redefining American Steel.” We launched with a vibrant new logo and brand identity reflecting the strength and versatility of EAF steel, along with a new tagline, “The strength of America’s sustainable steel.” The rebrand included the rollout of a new website, Steelnet.org
, and a compelling set of videos depicting how EAF steel is taking a lead role in transforming our infrastructure and the planet. The campaign was a success, and, among its several accolades, earned a 2022 Best of Bay American Advertising Federation
(AAF) Award, or ADDY
, in the corporate social responsibility category.