Ezz Steel is the largest independent producer of steel in the Middle East and North Africa region. A market leader in Egypt, they are one of the top 40 steel producers in the world, producing in excess of five million tonnes of steel per year.
Ezz Steel wanted to expand their markets and begin exporting to China, USA and Europe and approached Ledgard Jepson to develop a new global brand and apply it to supporting literature and corporate documents as well as a website.
Care was taken to ensure that the new brand identity worked across multiple cultures and languages. The strapline ‘Middle East Steel Professionals’ was selected because it identified the region in which the company is based, as well as its ability to be translated accurately into both Arabic and English.
Photoshoots were commissioned in three of the companies’ steel plants in Alexandria, Sedat City and 10th and Ramadan City focusing on the beauty of steel. The abstract images were used throughout the literature, advertising and online.
At the heart of the brand identity is the ‘e’ device which is designed to be reminiscent of hot rolled steel and also represents the sunny climate of Egypt.
The new brand provided Ezz Steel with a platform from which to launch their business globally. To date the company is exporting to the USA, China and Europe.
Our relationship with Ledgard Jepson proved to be an extremely beneficial one for our business. As a major steel producer in the Middle East with export activity spanning four continents, Ledgard Jepson, through the branding work carried out, enhanced our image as a quality producer in the world markets. We are particularly impressed with Ledgard Jepson’s creative proposal on our new identity, a key success factor in our branding strategy.George Matta, Marketing Director, Ezz Steel