Apex Steel

The Apex Group is one of Australia’s largest privately owned steel manufacturers and distributors. Apex Steel is the first choice brand in the steel industry, known for quality products and a reliable service.

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Design, Digital, Branding


Apex Steel approached our team to review their website, digital strategy and brand identity, which failed to communicate their reputation as an industry leader.


Our team overhauled existing visual components, improved overall functionality on the site in order to boost conversion rates and prioritized resolving prominent user experience (UX) issues to realign with Apex Steel’s brand image.

Apex Steel’s brand image needed to evolve.

The goal

The existing visual identity and web design of Apex Steel needed to evolve to mirror the level of professionalism reflected in their services.

Our team approached the brand’s design strategy with an overarching goal of modernising their imagery and content on both their website and other collateral. Our developers aimed to resolve technical difficulties within the site and optimise the user’s digital experience.

Our team modernised the Apex Steel brand.

The Process

With a need to refresh the visual identity of the company, our team began by refining the brands logo, developing a new set of brand guidelines and reimagining Apex Steel’s design imagery to realign their message.

The comprehensive brand style guide encompassed everything from fonts to colour schemes. These creative concepts were rolled out across a variety of relevant collateral including stationary, application assets and print.

Our developers included a full product category archive within the new Apex Steel website. This content library widely boosted functionality and usability on the site, rooting the site as a hub for all product catalogue information and specifications. The strategic installation of a call to action ‘enquiry’ function next to each product has also boosted conversion rates and UX on the site. Our web development team also evolved the sites responsiveness, adapting its format for use on all mobile and tablet devices.

Finally, our team developed a comprehensive and interactive online location listing for all Australian venues, allowing users to easily access the contact details and addresses of individual Apex Steel distributors.