Introduction
Communication
geared towards the
future
As a plant manufacturer for the metals industry, SMS group recognizes the importance of sustainable technologies and CO₂ reductions. Therefore, the Düsseldorf-based corporation aimed to position itself at the forefront of green transition early on – with joint ventures, groundbreaking innovations, and the right communication strategy. Our goal: Develop a concept that positions SMS group as a pioneer in “Green Metals.”
How it began
The Pioneer in an
Industry
Transformation
By 2050, the steel industry must be CO₂-neutral. This is a tremendous challenge for this energy-intensive sector. As a plant manufacturer, SMS group is already making technological advances on this path. For example, it has teamed up with a Norwegian joint venture, Sunfire, which is testing steel production using hydrogen. Although the required green hydrogen from renewable energies is not yet economically viable, SMS group aims to position itself as a pioneer in the future market with a compelling communication concept.
Developing the solution
Assessing our
position and the
global landscape
The project began with extensive desk research on the industry and hydrogen technologies. This included a digital listening study where we analyzed the share of voice of SMS group versus its competitors when it comes to sustainability trends and other relevant topics. The results revealed a strong positioning opportunity. Based on these insights, we developed three concept directions – from very concrete to aspirational and comprehensive. SMS group chose the middle-ground approach, “Green Metals.”
The outcome
The diversity of
"Green Metals"
We finalized the concept with three key content initiatives: decarbonization, recycling, and plant technology for green metals. The visual style is characterized by a green vector network overlaid on visualizations of e-cars, wind turbines, and batteries. We also illustrated the metal content of each item and highlighted that SMS group ensures it can become 100% green. This links the role of green metals – and SMS group – to a variety of future topics, ranging from consumer-oriented areas like e-mobility and renewable energy to industry-relevant fields like recycling and steel production.
— Fabian Ellwart, Head of Marketing, SMS group
About SMS group
SMS group stands worldwide for forward-looking technology and outstanding service in mechanical and plant engineering for the metal industry. As a global player with German roots, SMS takes responsibility for its approximately 14,000 employees.
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Bjørn Olsen
Partner, Country Manager Germany