Centria
Building a vision
Centria is a world leader in the manufacture of metal building products and systems for commercial walls, roofs, and electrical cellular floors for customers in a variety of different industries.
Challenges
The largest building components manufacturer was formed through the merger of H.H. Robertson and Smith/Steelite. Brand identity and communications elements were needed to express the vision of the newly merged organization for domestic and international application
Actions
Explored existing perceptions and communications of each company through extensive research and interviews
Created a new name, Centria, suggestive of a progressive, new triad of industrial leaders and evoking the "Three Rivers" of Pittsburgh, its headquarters
Designed a brand identity around the image of a triangle, conveying a universal symbol for shelter and a sense of precision engineering
Implemented Centria's introduction with the creation of an employee launch announcement and exhibit design