Tampa, Fla., March 22, 2022 – Schifino Lee, a number one nationwide promoting and branding company, immediately introduced it was chosen winner of a 2022 Better of Bay American Promoting Federation (AAF) Award, or ADDY, within the company social duty class for its rebranding of the Metal Producers Affiliation (SMA). The accolade represents one of many promoting occupation’s highest business honors, builds on Schifino Lee’s nearly 30 years of award-winning work, and marks one of many company’s largest rebranding campaigns of 2021.
“We’re honored to be acknowledged with this company social duty award and are grateful to the Metal Producers Affiliation for entrusting us with their model and nationwide sustainability marketing campaign,” stated Paola Schifino, co-founder and principal, Schifino Lee. “The steelmaking business is among the oldest and most storied industries within the U.S., but it surely has lengthy been incorrectly perceived as an business that depends on inefficient and extremely polluting processes. With our rebranding marketing campaign, we’ve been educating political and enterprise leaders that, in truth, EAF metal presents the greenest, most secure, and most energy-efficient technique of steelmaking.”
The award for the SMA was offered on Feb. 24 on the Tampa Bay chapter’s annual AAF Awards ceremony, the place Schifino Lee additionally received 4 Silver ADDY Awards for these classes and shoppers:
• Artwork route, RangeWater Actual Property.
• Emblem design, RangeWater Actual Property.
• Artwork route, Hillsborough County Arts Council.
• Web business, SMA.
The SMA rebranding marketing campaign, titled “The energy of America’s sustainable metal,” integrates an array of latest inventive content material and multimedia parts to redefine American-made electrical arc furnace (EAF) metal by way of its environmental sustainability. The aim has been to place the SMA, the U.S.’s largest metal affiliation, because the acknowledged voice of the EAF American metal business and talk the worth of EAF metal to lawmakers, enterprise leaders and metal consumers.
To do that, Schifino Lee undertook a analysis and discovery course of to interview scores of CEOs and executives, after which synthesized its findings into an built-in model technique. The company then launched a nationwide digital and social promoting marketing campaign and unveiled a variety of content material and multimedia parts, together with a brand new emblem, web site, video sequence, and social media program.
“Rebranding is one in every of our favourite sorts of selling challenges, and one by which we’ve developed a specialization in over almost 30 years,” stated Ben Lee, co-founder and principal, Schifino Lee. “The innovation of EAF metal really presents a wealthy and noteworthy story of sustainability. Going by means of our analysis, discovery, and inventive concepting phases, we had been capable of uncover the entire story behind EAF steelmaking and translate it right into a compelling narrative to inform the Metal Producers’ function in representing this business.”
The marketing campaign included a top-to-bottom redefinition of the SMA model. It began with new model goal, model positioning, model promise, and worth proposition statements. From this, Schifino Lee created a brand new emblem, with the letters “SMA” in an oblong, linear design to mirror the energy and flexibility of EAF metal, and with a inexperienced line under it to emphasise the sustainability high quality of EAF metal. The company additionally developed a brand new tagline to go along with this, “The energy of America’s sustainable metal,” to easily however powerfully describe EAF metal’s differentiation.
The model relaunch culminated within the launch of a brand new web site, Steelnet.org, that includes a clear, easy-to-navigate format with a inexperienced shade theme, and a video sequence that includes 15-second to 1-minute movies (https://steelnet.org/wp-content/uploads/2021/10/SMA-Video-Quick-Anthem.mp4) describing how EAF metal is taking a lead function within the U.S. in remodeling infrastructure.
Schifino Lee has devoted its Better of Bay ADDY to the late Gerrit Messersmith, the videographer for the marketing campaign whose creativity and keenness performed an integral function within the success of the SMA’s rebranding.
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Schifino Lee Branding + Media