Rebranding Shard steelwork giant

Severfield is the UK’s leading fabricated steelwork company responsible for iconic structures including the Shard, the 2012 Olympic Stadium and Heathrow T5, among many other landmark buildings.

Definition’s engineering PR team was asked to rebrand the entire operation from Severfield-Rowen plc and launch a major communications campaign in just four months.

Leading a team that included branding and web development partners, the project saw in-depth consultation with key stakeholders, brand and website build, media relations, video production, social media and employee engagement.

Staff and customers were quizzed to develop the new name, look and direction, which were all designed to support the future growth and development of the business.


  • Dynamic new brand identity created
  • Group now recognised as Severfield plc
  • New responsive website launched
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