Star Building Systems Playbook & Visual Brand System
Building a solid strategic foundation for a top steel building brand
Star Building Systems works with leading builders and contractors to create custom-engineered steel building solutions. In order to stand out in a crowded category—and to clearly differentiate itself within the Cornerstone Building Brands portfolio—Star partnered with Bailey to update its brand positioning and bring it to life through a contemporary visual brand system.
Bailey conducted stakeholder interviews and in-depth consumer research to shape a comprehensive understanding of the brand and its target audience. The strategic playbook adapts those findings into actionable internal resources, including everything from attributes and external messaging to specific design considerations.
A fresh start for Star Building Systems
The Bailey design team brought the new Star positioning to life through a cutting-edge, modern visual system emphasizing dynamic motion to capture a sense of forward momentum inspired by the brand logo and value proposition: “empowering builders to advance their business.” The new system was applied throughout the playbook and across a range of supporting materials, including a builder kit containing product samples and promotional items.