Acciai Speciali Terni is as strong as steel

Acciai Speciali Terni is as strong as steel

Acciai Speciali Terni is one of the most important players in European metallurgy and the leader in Italy for the production of flat rolled stainless steel products.

Angelini Design has been AST’s strategic communication consultant since 2015, entrusted with strengthening and supporting its positioning as a solid company at the forefront of steel manufacturing, always aware of market needs. Indeed, clients can always count on AST to bring both great expertise and technological innovation to the table, making it the perfect partner to guide and advise them in creating the best solution for any requirement.

“No market is too far away for our knowledge, passion and spirit of innovation” is the claim the agency created to define AST’s new positioning. 

By developing a brand identity based on five core values, the agency showcased the strengths at the basis of AST’s communication: Global Player, to highlight the Group’s international reach; Customer Oriented, to remember how the company is always at clients’ side; Innovative, for its high technological level; Reliable, to describe the company’s credibility; and Passion, a common trait in the 2,000 people who work for the brand. 

Angelini Design’s approach was broad and comprehensive, leading to a new brand identity and graphic format ready to clearly express the company’s values with communication within and beyond AST. The agency devised an editorial plan that includes all editorial and digital tools, trade fair setups and effective support in the creation of communication campaigns for both internal and external stakeholders. 

The well-defined graphic format was inspired by the company’s logo: the square, as the geometrical shape that best represents AST’s solidity and efficiency; and the blue and white palette, which is a striking and precise chromatic choice to convey the clean, transparent and rigorous nature of steel.