November 12, 2020
PAO Severstal, one of the world’s leading steel and steel-related mining
companies, has launched new corporate branding to reflect the significant
transformation of the business into a customer-centric innovative solutions
provider. The Company’s new positioning will be presented as part of a
large-scale online conference for customers and partners later today.
The updated brand reflects significant changes which have taken place at
Severstal over the past two years: internal processes and approaches have been
transformed, with the Company now working more closely with customers on
solutions that will support their success. A significant focus of investment
has been the expansion of Severstal’s product range and improving product
quality, with the Company’s total investment in downstream development projects
to exceed $600 million in 2018-2020. In addition, Severstal has launched a
whole new range of services and customer engagement systems. Severstal’s
repositioning towards external audiences has been supported by fundamental
changes to the Company’s working processes.
The idea of the Severstal brand as a company sounds in a new way. The drive
for continuous improvement implied in the first part of the slogan (‘Achieve
More’) now implies continuously working to provide solutions to help its
customers achieve their goals. ‘Together’ now means working closely with
clients and partners.
Severstal has also re-designed its corporate mission, which now reads as
follows: “Our mission is to support your success, constantly improving and
opening up new opportunities together.” All of the Company’s strategic
priorities are aligned to this mission, with an emphasis on delivering
excellent customer experience as the foundation of Severstal’s brand, and the
Company is always looking for new opportunities to achieve this. Severstal’s
new corporate identity reflects reliability, dynamism, technical progress,
optimism, openness, flexibility, and unity. For more information about the
updated branding, you can follow this link –
https://severstal.com/eng/about/brand/
The new branding was developed in partnership with LANDOR & FITCH, an
international agency specializing in brand design and customer experience
creation.
Alexander Shevelev, CEO of Severstal, commented:
“Severstal aims to be the company of choice for our customers, partners and
personnel. We constantly work to improve our cooperation with clients, offer
them unique integrated solutions, are open to creating long-term partnerships,
enter new markets with niche offers, study new technologies and materials, and
create digital platforms that are in demand on the market. For our customers,
cooperation with Severstal means convenience, speed and efficiency, thanks to
the use of our whole range of digital services and offers, more typically
offered by B2C companies. We are delighted to present our updated brand to our
clients, partners, investors and employees. First of all, it is designed to
make our strategy, goals and ambitions more visible. This is a powerful signal
to our clients, partners, and society as a whole that we are open to
cooperation and problem solving. Our focus on innovation and development is
aimed at creating value firstly for our customers and end consumers, not just
for our own business. We believe Severstal is not just a steel company.
Severstal is a company that creates value for customers and partners through
innovative solutions, looking beyond steel. Severstal is the leader of the
steel industry of the future!”
Oleg Kuzmin, CEO of LANDOR & FITCH Moscow, added:
“The transformation of the Severstal brand is a big step for the brand on
the way to realizing its ambition. The new brand platform, architecture and
visual identity will give a new impetus to the implementation of Severstal’s
business strategy, differentiate the Company in the Russian and international
markets, as well as support the launch and promotion of products and services
with high added value, which will eventually contribute to the company’s
financial performance and success.”
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