With a logo already in place, Lenex asked Element Three to build brand communications that integrated with it. After learning more about the Lenex Steel brand, its deep philosophies about follow through and innovation shone through. In other words, Lenex was selling ingenuity and trust – not just steel.
After developing a brand board to reflect a bold, modern attitude and writing an evocative elevator speech, the direction was clear. Steel that stands for something became Lenex’s new theme line. Owning a limited color palette (the color yellow in particular) set the brand apart from its competition graphically. Artful black and white architectural photography was shot to reflect the boldness of the Lenex Steel. An interactive, informative web site and accompanying print collateral were developed.
Since the brand update, Lenex has been awarded high profile projects locally and in Chicago. Many competitor web updates mimicked its bold approach. For its excellence and efficiency, Lenex was named a 2008 Indiana Company to Watch Award Winner by The Edward Lowe Foundation.