Ferro Building Systems
Ferro Building Systems provides pre-engineered metal buildings and a range of services to clients working in commercial, heavy industrial, and agricultural industries across BC and Alberta. From clients wanting a pre-engineered steel building supplied to their worksite to those preferring a metal building designed and built from scratch, Ferro Building Systems offers all the products and services to create the ideal metal warehouse space.
Marketing and Sales Collateral
Many potential clients of Ferro Building Systems have preconceived notions of what a metal building can do, and the level of service (or lack thereof) provided by metal building providers. Many of those beliefs are both negative and deeply held.
Ferro Building Systems hired Outsource Marketing to design a corporate brochure that would help them stand apart from the competition and to challenge the perceptions of metal buildings and those that provide them.
Ferro wanted to communicate that they are a metal building provider that “breaks the mould,” and to demonstrate to the reader that they can, and should, expect more from prefabricated metal buildings, and those that provide them.
Our Plan of Action
The aim of Ferro’s corporate brochure was to tackle, head-on, the preconceived perceptions of what a metal building can do, and the expectations of metal building providers. We challenged the ideas of what constitutes “service” in the metal building industry. And we found innovative ways for readers to think more broadly about what a metal building provider should do to help move a client’s business forward.
The target audience for this piece was general contractors and industry-specific end users. The secondary audience included architects and engineers.
The brochure featured intricate and complex die-cuts, inviting the reader to “experience” the piece as they navigated from one section to the next. The design was clean and professional, yet outside the norm for a “traditional” corporate brochure. It was just unconventional enough to make the reader realize that this is something different. Enough to make them “think differently” about their preconceptions of metal builders and metal building providers.
On the heels of a very successful brochure, we were asked to develop a direct mail campaign and redesign their product data sheets, business cards, and advertising campaigns.