Rebranding AIST
This is a rebranding and product management strategy proposed to Association of Iron and Steel Technology(AIST) to portray AIST as pioneer of leading a human-centered , inclusionary and high-tech steel industry so that more talents are attracted to the steel industry.
My Contributions
I was mainly responsible for designing the survey, analyzing the survey data and conducting interviews. With the research finding, I designed new visual identity, website and contributed to designing new digital marketing strategies.
Outcomes
The proposal was selected as the winner among the three teams working for AIST. The client specifically expressed favor to the new branding and website design.
Context
Association for Iron and Steel Technology(AIST) is a global non-profit trade organization dedicated to advancing steel manufacturing technology. They advocate to build an extensive network, educate people about steel, and attract more talents to the industry.
Currently, AIST, and the steel industry in general, is facing a problem that there are not many people willing to join the steel industry despite the fact that it is the basis of modern life, and is actually more high tech, eco-friendly, safe and inclusive than what many people perceive. Therefore, AIST is seeking for strategies that can help them to attract more talents to the steel industry
30 Survey Responses: Steel Industry Was Perceived as Gender-biased & Labor-intensive
I designed a survey that investigated how people perceived steel industry, how they develop their career and what motivate them when choosing their career. 30 survey responses were received and the data inform the decisions on the strategies and tactics of the managing and branding of the organization.
30 Survey Responses: People Cared about Work-life Balance & Self-expression
Strategies
The findings from survey informed us about people’s perception of the steel industry, their current level of contact with the steel industry, what motivates them regarding careers and through which channels people learn about job opportunities today. With these findings, we was able to determine three high-level strategies for the branding and management of AIST.
1. People-centered instead of technology-centered
Besides compensation, people care about work-life balance, self-expression and inclusion. Personal connection is one of the major channel for learning about career opportunities. Therefore, “people” is important for people to learn about and get attracted to an industry. Yet AIST currently focuses more on advertising the advancing steel technology. Therefore, we propose to switch the focus to tell stories about people instead of technology.
2. Increase “touchpoints”
Most people have never attend any educational/career development programs, events or other activities related to the steel industry, while people may get interested and want to join the industry if they have the opportunities to learn more about it. Therefore, increasing the connections between the steel industries and the general public, especially middle schools, trade schools and universities, is important.
3. Promote new perceptions
While nowadays the steel industry in the U.S. is actually more diverse, safe, high-tech and environmentally friendly than it seems, it is still perceived the opposite way by the general public. Advertising for new perceptions of the steel industry and changing the perceptions among the public is crucial for attracting more talents to the industry.
Rebranding & Website Redesign
New Visual Identity: Passion, Inclusive & High-tech
I was inspired by the melting steel and iron and thought of an orangish red and a dark grey for the primary colors of the new visual identity. While they still emphasize the steel industry aspect, the red highlights warmth and passion. Such color combination is perceived more gender neutral than the grey and blue. Moreover, the high contrasting colors aim to match the visual identity of many tech companies so that it implies the high-tech aspect of the steel industry.
For the logo, the original “AIST” is kept in the logo so that the existing members and stakeholders can still recognize it as being the Association for Iron and Steel Technology. The original simple italic grey “AIST” is replaced by a typeface implying the steel plant with the primary colors as melting steel and raw iron.
Website Redesign: Highlight The People & The Life
Image Sources: Tata Steel, Talk Business & Politics, Universal Engraving, United Nations, Second City Hockey
